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^M APRIL 6 1964 PRICE 40c 

ictical ethics for broadcast advertisers page 23 

mad but wonderful world of a copywriter 

page 33 

54 NAB Convention special page 39 



The 1964 Annual Minnesota Symposium ... a 4-day 
Free exchange of ideas on GREAT ISSUES IN GOVERN- 
MENT on the University of Minnesota campus. 


Senator Wayne Morse, Oregon 
Harold Stassen, Presidential Candidate 
Governor George C. Wallace, Alabama 
Roy Wilkins, NAACP Executive Secretary 
James J. Kilpatrick. Jr., Virginia Editor 
Dr. Walter Heller, Administration Economist 
W. Allen Wallis, Pres of Rochester Univ. 
Norman Thomas, Socialist 
Robert Welch, John Birch Society Founder 


WCCO and the University of Minnesota 


plus acceptance, makes WCCO Television the DIF- 



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FTC loses probe to new commission 

Manufacturers and admen will watch for recommendations 
vhich may affect media and presentation of advertising 

Washington — I he Federal Trade 
Commission's prospective, large scale 

Hkl\ ot chain ItOW fOOd retailing 
ind private brands has been handed 

>vei to ■ prcaidontialry-auggcated na- 
ional Commisaioo on I ood Market- 

ng. Onlookers here wonder it there 

s any significance in timing o! Prea- 
dent's sudden decision to nave an ap- 
pointed, bi-partisan group take over 
lobe, instead ot regulatory agency. 
>ome interpret it as snub to sprcad- 
ng regulatory power, although FIC 


Chicago — ABC -IV got NAB 

onvcntion Ofl to sprightly start with 
vord that it will SCran sustaining 
.anetitv of Sunday morning network 
IV and solicit sponsors tor expanded 
ilock of kids' programming. (CBS- 
rV programs only religious and cul- 
:ural shows Sunday morning, not 
ivailable for sale; NBC does no pro- 
gramming at all until the early after- 

Meantime, ABC execs also talked 
jp Nielsen 30-market report for week 
:nding Mar. 29, which has WEB 
>ver 2 points ahead of NBC. Figures: 
TBS, 19.4; ABC, 17.8; NBC, 15.6 
S. M. A. rating could easilv give ABC 
.econd place in national report for that 
*eek. Over same period last year, 
\1K is up 20 percent, while CBS 
s down a negligible 1 percent and 
NBC is off 10 percent in ratir 

Holes and some weaker spots in 
letwork's tall prime-time schedule — 
ip in air until hours before ABC 
lpper echelon packed their bags for 
[ hicago — were filled in b\ 1'rcs. Tom 
Moore for the more than 10(H) early 
'.rnvals attending annual affiliates 

esentation. Two last-minute changes 
were made in Wedncsdav night line- 
up 10 p.m. slot, which looked 
like it belonged to Alexander the 
Great, will be occupied by returning 
Outer Limits; it was decided to fill 
the \acant 10:30 p.m. period with 
ABC news reports. Rather than pit the 
30-minute Price is Right against hour- 
; long shows on both competeting net- 
k>. ABC will bring back Jimmy 
Dean Show Thursdays. 10-1 1 p.m. 
and after straddling schedules for 
weeks in on-again-off-again situation, 
Mickey Rooncv finally got the nod 
for the Friday! 9-9:30 p.m. slot. 

has also been taken to task foi con- 
centrating on the "picayune." 

Senate resolution to have I It 
probe chainatore giants tor possible 
misuse ol power — and lor too broad 
a price spread between supplier and 
consumer by distributors and market- 
ers — has just recently had Senate 

Commerce c ommhtee hearing. 

Sen. Oak McOee promptly won un- 
animous consent to have his probe 
resolution reworded to incorporate 
President Johnson's suggestion. Md 
told senators that powerful, postwar 
giant chain store is now S70 billion a 
year business. McGec thinks this not- 
so-jolly giant is flexing corporate mus- 
cles to depress farmer and meat sup- 
plier prices, and overcharge housewife. 
I he Presidential commission will have 
15 members, five senators appointed 
by president of the Senate, five mem- 
bers from House, appointed by the 
speaker, and five by President Johnson 
from outside government. Commission 
will study trends in chain store 
food retailing, and effectiveness of 
government statutes and agencies to 
deal with present and future develop- 
ments in this industry. 

Heinz, Maxon to split 
after 30-yr. alliance 

Pittsburgh — "Recent changes in 
marketing strategy" caused H. J. 
Heinz Co., to leave Maxon, Inc.. 
Detroit, after 30-year client-agency 
pact, said to one of longest ever. 
Maxon continues through Inly 31 to 
place advertising it has created, al- 
though change-over date is Ma\ 1. 

An estimated $9-million Hem/, bill- 
ings was divided among three agencies: 

To Ketchum, MacLeod & Grove. 
Pittsburgh: Heinz vinegars, sauces, 
beans, apple sauce, mustards, and In- 
stitutional Food Service Div. The 
same agency continues with Blend, 
non-carbonated fruit drink it's serviced 
since Heinz bought product in I960. 
Billing increase: estimated at about N I 

To Doyle Dane Bernbach. 
York: Heinz ketchups, chili sauce and 
soups. The agency has haiulled some 
million in soup accounts since 
1963. Estimated total: $5 million. 

To Grey Advertising. New York: 
Heinz baby foods, pickles, relishes, 
worth about S3-million. 

Burnett. Chicago, continues 
for Heinz Star-Kist fa 

Nielsen NTI hike 

l!l( \( ,() /''. 

75% fur iti national I V 

\ 1 1 annount ed la 

for A. ( 

uttve via [>r< tldent i'<f 

Ut Rat ". | ( "tin- 
. </ audlti ■ 
Was attributed /<• 

( onsidered essential in tod 
manding h environm 

\ I I '•amcle eurrently being 

changed over t<> include Mountain 
Time /"r., and, ■•■. hen 1 1 >mi 

in IV65, will be t<>tall\ . but gradu- 
ally, revised during e 

Broadcast Rating Council 
starts national audits 

New York — Three naluvi il ( I' \ 
firms have been authorized by Broad- 
cast Rating ( ouncil (BR( i to start 
auditing several rating services that 
regularly conduct national surveys 

Audits are to start at once, last 
six-eight weeks, be implemented I 
continuing audit that 'will go on in- 
definitely.'' These initial pilots con- 
form to BRC accreditation procedure, 
also formally announced March M. 
Article II. Sect. A reads, in pari: 
creditation shall be granted by the 
( ouncil to a service if the sen. ice . . . 
submits to audita by or on behalf of 
the Council." 

BRC also confirmed SPONSOR'S 
recent announcement of H. M. Bev- 
ille. NBC vice president , as chairman 
ot accreditation committee for serv- 
ices that don't conduct surveys on 
regular schedules and/or are local or 
regional. Committee members: Wil- 
liam vVeilbacher, C J. 1 iRoche; 
ward ( odel, the kat/ Agency, repre- 
senting SKA. Richard FoTsling, ( lis 
They expect to evolve procedures 
and standards by mid-year, they an- 

Julius Barnathan, ABC i 
dent, and Beville briefed BRC 
national TV audicnce-mcasurem. 
activitv K ON I AMi. while M \ 
Goldberg. NAB PCfa dire, 

depicted local IV audience work 
'1 I AM i "Greatly heartened" bv 
"substantial sir: 

Donald McG anon ot Group v\ and 
BRC chairman, no:, 
growing k\!v of feeling which indi- 
cates that our purposes are K 
realized, and that our UU| 
being met " 

SPONSOR ' April 6. 1964 


Transcontinent completes $38.5-mil sale of outlets 

Taft Broadcasting, Midwest Television and Time-Life make buys 

New York — Finalization of $38.5 
million sale of 1 1 Transcontinent Tele- 
vision Corp. stations took place last 
week with formal transfer of control 
of new owners. 

Biggest slice of Transcontinent pie 
($26.9 million) went to Taft Broad- 
casting with purchase of WGR-AM- 
Kansas City, Mo.; and WNEP-TV 
Scranton-Wilkes-Barre. Latter operates 
on Channel 16, former two TV sta- 
tions are VHF. 

Midwest Television and Time-Life 
Broadcast divide remaining TTC 
properties, with KFMB-AM-FM-TV 
San Diego now under aegis of Mid- 
west, and Time-Life adding its first 
U, KERO-TV Bakersfield (Channel 
23) to its roster of five TV stations. 
Not included in sale is WDOK-AM- 
FM Cleveland, which will continue 
under Transcontinent operation. 

Holders of more than 1.8 million 
shares of Transcontinent will receive 
$20 cash per share, with an additional 
$1.20 to be paid at later date, com- 
pleting dissolution of firm as publicly 
held corporation. Taft's stock, traded 

French-language president 
a big CAB convention issue 

Quebec City — Strongest pressure in 
years has been building in Canada 
for election of French-language broad- 
caster to presidency of Canadian As- 
sociation of Broadcasters. 

With CAB's annual convention 
meeting at the same time as NAB, 
authoritative sources say most likely 
choice will be Jean Pouliot, Director 
General de CKMI-TV Quebec City, 
currently vice president for television 
on CAB board. 

There has been consistant demand 
for greater inter-and-intra industry 
recognition of the French-language 
broadcasters by their association, 
ACRTF, with growing support coming 
from many quarters with the increas- 
ing press for bi-cultural attitudes. 

Another factor, which may make it 
politically expedient for CAB to suc- 
ceed Don Jamieson, CJON-AM-TV 
St. John, Newfoundland, with a 
French-language station member at 
helm, is Federal appointment of Maur- 
ice LaMontagnc as secretary of state 
of Canada. The broadcasting industry 
reports to Parliament through the 
secretary of state, and M. LaMontagne 
is certainly the first French Canadian 
in that post in recent history. 

on New York Stock Exchange, 
reached new 1964 high of $29 last 

Joe Hartigan to retire; 
39 yrs. at Campbell-Ewald 

Detroit — Joseph J. Hartigan, 
who joined Campbell-Ewald in 1925 
as media director, will retire May 1 
with the title of senior v.p., vice 
chairman of the board, director, and 
member of the executive committee. 
He started his 39-year career with 
C-E after working for Critchfield 
Advertising, Chicago. 


NEW YORK — On Wednesday, 
the day that WQXR New York 
planned to start late-evening hard 
liquor advertising, one of two spon- 
sors canceled for Murirhead's Scotch, 
substituted wine copy instead. Reason: 
bill outlawing hard liquor plugs on 
both radio and TV appeared in U.S. 

Unwilling sponsor McKesson & 
Robbins said it didn't want "to en- 
courage added restrictive legislation 
in industry that is burdened by con- 
trols" — i.e. broadcasting. The firm 
added, "We have decided the issue 
of hard-liquor over radio needs 
further study." 

Threatening legislation had been 
introduced by Sen. John Pastore 
(D., R.I.), Communications Subcom- 
mittee chairman, and Sen. Warren 
Magnuson (D., Wash.), Commerce 
Committee chairman, two groups that 
originate many broadcasting industry 

Talent scrambles for KRLA 

Washington — Goodson-Todman, 
Bob Hope, Art Linkletter and Mc- 
Donald Carey are among names of 
21 applicants scrambling for owner- 
ship of KRLA, Pasedena, Calif. All 
filed at last minute, at Federal Com- 
munications Commission's Mar. 31 
deadline last week. The AM station 
was formerly owned by Donald R. 
Cooke, and was thrown on market 
when FCC denied Cooke's renewal 
application. Cooke ownership offici- 
ally ends May 1. 

Also among applicants were Carl 
Haverline, former president of Broad- 
cast Music, Inc., and Horace Heidt. 
former musical darling in the golden 
days of radio, presently owner of 
various music and dance enterprises. 


New York — Total gross time bill- 
ings for network TV were $832,736- 
800 in 1963 some $10 million of 
which came from 45 advertisers using 
medium for first time, according to 
TVB report issued today. 

The top 10 network advertisers 
were: Proctor & Gamble, $59.8 mil- 
lion (up $8.1 million); American 
Home Products, $36.1 million (up 
$3.1 million); Bristol-Myers, $31.1 
million (up $6.3 million); General 
Motors ($26.3 million (up $1.9 mil- 
lion); Lever Bros., $25.2 million; R. 
J. Reynolds, $24.5 million; Colgate 
Palmolive, $24 million; General 
Foods, $21.1 million; Gillette, SI 7.6 
million; Alberto-Culver, $16 million. 

Notable increases were for Bristol- 
Myers, which moved from fourth to 
third place; General Motors, from 
seventh to fourth; Gillette, from 
tenth to ninth. Of 344 advertisers 
using network TV, however, 17C 
billed less than $500,000. 

FCC counsel drops out 

Washington — Max Paglin, genera 
counsel for FCC, and Chairman E 
William Henry's right hand man dur- 
ing Hill arguments over FCC authority | 
in commercials regulation, is leavinj 
Commission to join a newly formec 
law firm here. He will be one o) 
seven partners, one of the best knowr 
being Paul A. O'Brien, associate o: 
Gene Autry in ownership of profes 
sional sports teams and hotels. An 
nouncement notes that Paglin was 21 
years with Federal Communication 
Commission. He was appointed FCC; 
general counsel in March, 1961. 

O'Brien is an owner, officer anc 
director of Los Angeles Angels 
(American League), Los Angele 
Rams (national league pro footbal 
team) as well as Gene Autry Hote 
Co., which has recently taken oi 
several hotels in West, includin, 
famous Mark Hopkins in San Fran 

Paglin leaves FCC on May 2nd 

NABET ok's ABC pact 

NEW YORK — nabet at last 
minute averted strike at abc, voting 
Friday afternoon to accept network's 
terms for new contract. Deadline 
was 5 P.M. Union had been working 
under agreement while negotiating 
since old pact expired last month. 
New terms were agreed to by nabet's 
national membership. 




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April 6 1964 

President and Publisher 

Executive Vice President 




Managing Editor 


Special Projects Editor 

Senior Editor 

Associate Editors 

Editorial Assistant 

Contributing Editor 


Washington News Bureau 

Field Editors 

ALEX ORR (East) 

DON HEDMAN (Midwest) 

Regional Correspondents 
JAMES A. WEBER (Chicago) 
SHEILA HARRIS (San Francisco) 
FRANK P. MODEL (Boston) 
LOU DOUTHAT (Cincinnati) 


Production Manager 

Editorial Production 

Advertising Production 


New York 



Los Angeles 

S'(//i Francisco 


Editorial Director 

Production Director 

Circulation Director 

Data Processing Manager 

Advertising Promotion 

Circulation Promotion 




APRIL 6, 1964 

Vol. 18, No. 14 


23 The new era of practical ethics 

Btoctdcasting's best year is marked by acknowledgement of jaitlts 
and active self -regulation, while a growing number of broadcasters j 
and advertisers see the light 


29 Local TV tape seminars planned by 3M 

Minnesota manufacturer has prepared special tapes, production 
manuals, other items for stations, and 50 of them said "yes" 


Mad but wonderful world of a copywriter 

Here is how a copywriter lives, works. Her world is one of 
dizzziness, pain, frustration, but also fun 



102 An open letter from SRA to NAB 

Station representatives association director Larry Webb airs an 
industry problem 


108 TV's neglect of women scored 

More "realistic" TV portrayal of fair sex 
needed, star urges 


110 Bright '64 picture painted for ABC 

Pauley tells radio network's affiliates of 38 percent gain in 
segmented sales last year over 1962. with first quarter of 1964 
ahead 26 percent over 1 96 J period 


112 Inch new NBC-Canada head 

New general manager succeeds George Harper 


Calendar 1 

( 'ommercial ( 'ritique 1 6 

Friday at Five 3 

National File 113 

Publisher's Report 
n eek in Washington 

555 Fifth 

SPONSORH Combined with TV, U.S. Radio, U.S. FM R is published weekly by Moore Publishir 
Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISIN 
HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-808 
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Chicago, III. 60601. Area Code 312 CE 61600. CLEVELAND OFFICE: 6207 Norman Lan 
Cleveland, Ohio, 44124. Area Code 216 YE 2-6666. LOS ANGELES OFFICE: 1145 W. Sixth S 
Los Angeles, Calif. 90017. Area Code 213 HU 2-2838 SAN FRANCISCO OFFICE: 601 Californ 
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sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For su 
scription information write SPONSOR, Subscription Service Department, Ojibway Buildin 
Duluth, Minnesota, 55802. Application to mail at the second class rate pending at Dulut 
Minnesota. Copyright 1964 by Moore Publishing Co., Inc. 



According to three recent surveys, SPONSOR is leading the field by plenty. The latest shows 
sponsor ahead of the second book in agency regular readership b\ 379? and 819! ahead of 
the third. Among advertisers we're 709? ahead of the second and 1039? ahead of the third. 

2 Win this outstanding leadership.' Because SPONSOR is edited 1009! tor the benefit of broad- 
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^ eeutives, plans board members, research people, ad managers and others concerned with buying 

television and radio time and programs. 


555 Fifth Avenue 

:iApril 6. 1964 

New York 10017 

212 MUrrayhill 7-8080 

Space A & B, East Exhibit Hall 



Donald W. Reynolds. Jr., President of KPUB. 
Pueblo, Colorado, says: "We've had the CRC 
Moneymaker Library about a month, and it is 
certainly well named. We sold two appliance deal- 
ers large orders almost as soon as it came in, 
thanks to the appliance iingles. We have news 
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Space A & B, East Exhibit Hall 


The combination that really pulls 


779 Warren Ave 
Portland. Maine 

REP National: Stone Reps. Inc NYC 
Boston Bill Creed Associates 




Like him or not, hardly anyone will deny that Oliver "Ollie" Treyz 
adds zest to the broadcast advertising business. 
And that's an understatement. 

Since I happen to be a Treyz enthusiast I was more than casually 
interested last week when I bumped into Ollie shouldering his way through 
the Fifth Avenue crowds and discovered he was on his way to his new 
office on Lexington Avenue. 

"When did you leave Revlon?" I asked. 

"In exactly 60 minutes I'll be ex-Revlon." 

That was as much as he'd tell me, except that he promised to phone 
the next morning and let me know what he's doing. 

"But you'll be surprised," he concluded, dashing across the street, 
just ahead of a fast-moving cab. The cabbie leaned out and yelled, "Wanna 
lose a leg, buddy?" 

Thursday morning Ollie was on the phone with the news. I was 

Ollie has become a TV station rep. 

He's joined forces with Tom Judge and Jack Mohler, two well-known 
national representatives, in a small-list company called National Television 
Sales, Inc. 

I talked to Tom Judge. 

He pointed out that Ollie will be very much the boss, that all three 
principals will be on the sales firing line. I expressed surprise and he said 
that Ollie will be calling on heads of companies and doing a top-level 
selling job. 

"How many stations do you have?" I asked. 


"None? How do you keep going until you get one?" 

"We've each put a lot of money into it," said Tom. "Especially Ollie 
We're promised additional financing if we need it. We believe in the concept 
of a short list and maximum in-depth selling and service. We'll go heavj 
on research." 

I must admit that I'm fascinated with the dash and daring of this nev« 

Imagine setting up a new rep firm without a client, or without pre- 
liminary talks with prospects. I'm assured that's the way this one is beinj 

Imagine talks with principals continuing for a full year without ; 
single leak. I'm told that Ollie insisted on total secrecy. 

It's true that everything Ollie does has an element of drama. We cai 
expect some innovations. 

It's nice to have Ollie back, even though some representatives ma 
resent the intrusion. 

As with another colorful character, Pat Weaver, we can expect th 




ratings up 

even Arts' Films of the 50's" 
oost new WABC-TV. New York 
eature film programming schedule 

share-of -audience up 




25 Seven Arts' "Films of the 50's" (from Vol- 
ume 7) programmed recently by WABC-TV, 
New York, in their new "The Best Of Broad- 
way" feature film showcase (11:20 P.M. to 
conclusion) boosted the station's ratings by 
75% and Share-of-Audience by 47% over last 
year's previous programming in the identical 
25 time periods. 

For complete details and all A.R.B. facts and 
figures, please contact your nearest Seven 
Arts' office. 



*!* ,> 




Katharine Hepburn 

a subsidiary of seven arts productions, ltd 

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; SPONSOR April 6. 1964 



Assn. for Professional Broadcasting 
Education, annual meeting, Conrad 
Hilton (to 6). 

National Assn. of Broadcasters, an- 
nual convention, Conrad Hilton Hotel, 
Chicago (to 8). 

Television Film Exhibit (TFE '64), 
Pick-Congress Hotel, Chicago (to 8). 

Assn. of National Advertisers, west 
coast meeting, Del Monte Lodge, Peb- 
ble Beach, Calif, (to 8). 

National Assn. of Tobacco Distrib- 
utors, 32nd annual convention, Hotel 
Fontainebleau, Miami Beach (to 9-. 

Financial Public Relations Assn., 
North Atlantic regional meeting, 
Schine-Ten Eyck Hotel, Albany, N.Y. 

National Premium Buyers Exposi- 
tion, 31st annual display, sponsored by 
Premium Advertising Assn. of Amer- 
ica, National Premium Sales Execu- 
tives, and Trading Stamp Institute of 
America, at McCormick Place, Chi- 
cago (6-9). 

Transit-Advertising Assn., annual 
meeting, Casa Blanca Inn, Scottsdale, 
Ariz. (6-9). 

Broadcast Pioneers, 23rd annual 
awards dinner, Conrad Hilton, Chi- 
cago (7). 

Boy Scout Lunch-O-Ree, annual 
fund-raising event for New York City 
area, chaired by Young & Rubicam 
president Edward L. Bond, at Waldorf- 
Astoria (8). 

Michigan AP Broadcasters Assn., 
session at Kellogg Center East Lans- 
ing (11). 

Alabama AP Broadcasters, meeting 
at Birmingham (1 1). 

Society of Motion Picture & Tele- 
vision Engineers, 95th technical con- 
ference, Ambassador Hotel, Los Ange- 
les (12-17). 

Intl. Radio & TV Society, News- 
maker Luncheon. Waldorf-Astoria, 
N.Y., main speaker to be Robert 
Moses, president of N.Y. World's 
Fair (13). 

Film Producers Assn. of N. Y., 
workshop on "How effective Use and 
Distribution of Sponsored Films Can 
Help Achieve Your Marketing Goals" 
held with cooperation of Assn. of 
National Advertisers, at Plaza Hotel, 
N. Y. (14). 

Professional Photographers of Am- 
erica, deadline for entries in fourth 
National Exhibition of Advertising 
Photography, headquartered at Mil- 
waukee ( 1 5). 

Women's Advertising Club of 
Baltimore, advertising seminar, Shera- 
ton Belvedere (lf>). 

Chesapeake AP Broadcasters Assn., 
annual meeting, Sheraton Belvedere 
Hotel. Baltimore (16-17). 

Bedside Network of Veterans 
Hospital Radio & TV Guild, 16th an- 
niversary ball. New York Hilton (17). 

Radio-TV Guild of San Francisco 

State College, 14th annual radio-TV 
conference and dinner, on campus, 
S. F. (17-18). 

Advertising Club of N.Y., 14th an- 
nual Inside Advertising Week for col- 
lege seniors, Biltmore Hotel, N.Y. 
(19-25). • 

Financial Public Relations Assn., 
South Central regional meeting, Brown 
Palace Hotel, Denver (20). 

Associated Press, annual meeting, 
President Johnson to speak, Waldorf- 
Astoria, N. Y. (20). 

Society of Typographic Arts, first 
annual Trademarks/ USA national re- 
trospective exhibition of American 
trademarks, symbols, and logotypes, 
Marina Towers, Chicago (opens 20). 

National Academy of Recording 
Arts and Sciences, third annual sym- 
posium in association with Bureau of 
Conferences and Institutes of N.Y. 
University's Division of General Edu- 
cation, titled "Recording and Music: 
Culture, Commerce, and Technology," 
at Hotel Lancaster, N.Y. (to 22). 

Television Bureau of Advertising, 
annual spring board of directors meet- 
ing, Greenbrier, White Sulphur 
Springs, W. Va. (22-23). 

American Assn. of Advertising 
Agencies, annual national meeting, 
The Greenbrier, White Sulphur 
Springs, W. Va. (23-25). 

Advertising Federation of America, 
fourth district convention, Tampa, Fla. 

Pennsylvania AP Broadcasters 
Assn., annual meeting, Boiling Springs, 

Georgia AP Broadcasters' Assn., 
annual meeting, Atlanta (25). 

Affiliated Advertising Agencies Net- 
work, annual meeting, Andrew John- 
son Hotel, Knoxville, Tenn. (26-May 

Wometco Enterprises, annual stock- 
holders' meeting, Midway Motor 
Hotel, Flushing. N.Y.. and at World's 
Fair (27). 

Assn. of Canadian Advertisers, an- 
nual conference. Royal York Hotel, 
Toronto (27-29). 

Society of Photographic Scientists 
& Engineers, 1964 international con- 
ference, Hotel Americana, N.Y. (27- 
May 1). 

Station Representatives Assn., 1964 
Silver Nail-Gold Key Awards, Wal- 
dorf-Astoria, N. Y. (28). 

American Film Festival, sixth an- 
nual by Educational Film Library 
Assn., 16mm competition. Hotel Bilt- 
more, N. Y. (20-May 2). 

American Women in Radio & Tele- 
vision, 1 3th annual convention, Mavo 
Hotel, Tulsa (30-May 3). 

American Marketing Assn., New 
York Chapter's second annual new 
products conference, Hotel Delmonico, 
N.Y. (30). 


Kansas Assn. of Radio Broadcast- 

ers, annual convention, Lassen Hotel, 
Wichita (1-2). 

Kentucky Broadcasters Assn., spring 
convention, Louisville Sheraton Hotel 

Missouri Broadcasters Assn., annual 
meeting, Columbia (5-6). 

CBS-TV, annual conference of net- 
work and affiliate executives, New 
York Hilton (5-6). 

Electronic Industries Assn., work- 
shop on maintainability of electronic 
equipment. Sheraton-Jefferson Hotel, 
St. Louis (5-7). 

Montana AP Broadcasters Assn., 
session at Lewiston (7). 

California AP Radio-TV Assn., 
session at Hyatt House, San Jose (9). 

Indiana AP Radio-TV Assn., ses- 
sion at Indianapolis (9). 

California AP Radio-TV Assn., an- 
nual convention, San Jose (8-10). 

Pennsylvania Assn. of Broadcasters, 
annual meeting, The Inn, Buck Hill 
Falls (10-12). 

National Retail Merchants Assn., 
sales promotion division convention. 
Hotel Americana, N. Y. (10-13). 

Direct Mail Advertising Assn., di- 
rect mail institute, University of Con- 
necticut, Storrs, Conn. (10-15). Mail 
order seminar, Statler Hotel, Boston 

Assn. of National Advertisers, ses- 
sion at Waldorf-Astoria, N. Y. (11- 

Sales Promotion Executives Assn., 
seventh annual conference, Astor 
Hotel, N. Y. (11-13). 

National Academy of Recording 
Arts & Sciences, dinners for Grammy 
Award winners, simultaneously held 
by its chapters in New York, Los An- 
geles, and Chicago (12). 

American TV Commercials Fes- 
tival, fifth annual awards luncheon, 
Waldorf-Astoria (15). 

Sales & Marketing Executives-Intl., 
convention. Palmer House, Chicago 

Ohio Assn. of Broadcasters, spring 
convention. Commodore Perr\ Hotel, 
Toledo (21-22). 

Alabama Broadcasters Assn., spring 
convention, Broadwater Beach Hotel, 
Biloxi, Miss. (21-23). 

Louisiana-Mississippi AP Broad- 
casters Assn., annual convention, 
Jackson, Miss. (22-24). 

Emmy Awards 16th annual telecast. 
Music Hall. Texas Pavilion, New York 
W orld's Fair, and the Palladium. Hol- 
lywood (25). 

Catholic Press Assn., convention, 
Penn-Sheraton, Pittsburgh (25-29). 

Art Directors Club of N.V.. awards 
luncheon. Americana Hotel (26). 

Visual Communications Conference 
(Art Directors Club of N. Y.). New 
York Hilton (27-28). 

American Research Merchandising 
Institute, Del Coronado. San Diego, 
(31 -June 6). 



Snnill Shout 

Is ii the function ol an advertisement 
about .1 television station to inform? 
We suppose so ii the reader is able 
to use the information .ii the moment, 
or the vitalit) or passion to pul the 
information in his refrigerator until he's 
hungry tor ii (.it which time ii maj 
have been eaten bj another member 
ol the t.imih ) 

rake W \l I l\ (Bj all means lake 

\\\M l\ i Your refrigerator must be 
overflowing with tidbits we have sup- 
plied so generousl) about mice a m >nth 
for the last decade. You— or your re- 
Erigerator — must know how. like Geo. 
Washington, we have achieved a place 
in the hearts of our countrymen (city- 
men too; Eastern Iowa teems uitr. 
both) 'Sou or your refrigerator — 
must knou thai we have contemporary 
statistics to prove it (to our own satis- 
faction, at least). 'Sou — or ditto — must 
knou that our news operation is the 
envj ol Reuters. I ippmann. and the 
I I \ And how we have a tower that 
tops the topless towers o\ Ilium b\ 
some 1.4(H) teel. And how we have an 
audience ot immaculate dirty capitalists 
with tuners grooved to Channel 2. 

Well, it you happen to look in your 
refrigerator at the right time, and hap- 
pen to be scheduling our way, anil hap- 
pen to need some ot our merchandise, 
and happen to remember that I astern 
low ans are pretts good consumers, give 
us or our reps a DUZZ sometime. 


CBS T< ■ for I astern Iowa 

.<■ Rupiils — Waterloo 

National Representath 

the K \ ciic\ 

v iated with WM I - \M WMT-FM 
k WM I I • r> .. Wl lu Duluth 

April 6 1964 


I was never quite able to accept 
the relegation of the timebuyer to 
a "corner". 

What was Timebuyer's Corner 
has now expanded into a full fledged 
department dealing with both sides 
of the same coin. 

Time. The buying and selling of 

And there is good reason for de- 
voting more space to the people 
who were for so long cornered on 
two sides of one yellow page. They 
are knowledgeable and they are ar- 
ticulate. The concepts and the ex- 
perience and their anticipations for 
the future, which they have put into 
words for the readers of SPONSOR, 
are a cumulative text to which the 
freshman team in the industry can 
turn for schooling. We hope to make 
the Time/ buying & selling section 
an always updated guide for the 
jungle of philosophies. 
* * * 

At press time we are en route to 
Chicago and the NAB Convention. 
Bill Falk, Charles Sinclair, and I 
will be joining the administration 
and sales staffers between coverage 
chores in suite 2406 at the Conrad 
Hilton. We hope to have at least 
one visit from friends who will be 
coming to the convention. 

Since the Canadian Association 
of Broadcasters is having its own 
convention in Quebec City at the 
very same time, I'm hoping to put 
in as much as half my time north 
of the border, in order to report 
what changes are taking place there. 
For anything that's hot in the East, 
Bill Kuchti will be heading the staff 
and holding down my desk in New 

555 FIFTH 



Gentle man 

To all those who came in busi- 
ness contact with him, Ernie Stern 
was a craftsman of the first order. 
To those who knew him personally, 
Ernie was proof that gentleman is 
really two words. 

The untimelincss of his tragic 
death makes 1964 a particularly 
gloomy year. 

With this letter we hope to fulfill 
one of Ernie's fondest wishes. He 
had asked, when he suffered his 
first heart attack about two years 
ago, that any gesture which his 
friends might wish to make, take 
concrete form as a donation to: 
The Scholarship Fund 
Camp Powhattan 
Oxford, Maine 
Many of Ernie's friends and as- 
sociates in New York and Holly- 
wood have already acted on his 

Gene Accas 

V.P., Network Relations 

Leo Burnett, Inc. 

New York, N.Y. 

Attention radio viewers 

While I realize that much of your 
time is occupied with matters per- 
taining to glamorous television, I 
must take exception to your "Talk 
Radio" article in the Mar. 16 issue 
of SPONSOR which refers to "high 
number of teen viewers". 

All in all. however, your maga- 
zine does an excellent job for the 
broadcast indutsry. 

Duane A. Hatch 
Commercial Manager 
WSAV Radio/ I I 
Savannah, Ga. 
Ed. Note: Teens are confusing. 

Oblivion network 

In the Mar. 23 issue of SPON- 
SOR you put on display the 1964- 
'65 network TV program on sche- 
dule, noting in the accompanying 
article a promising plethora' of new 

entertainment. It certainly looks in- 
teresting and exciting, and we in the 
vineyard are pulling mightily for it. 


There's a nagging, diabolical 
temptation in all of us experts to 
second guess the schedule archi- 
tects, to single out the shows likely 
to bomb out as well as those that 
rate the can't-miss tag. For your 
readers who are wracked by this 
temptation I suggest a new schedule 
in which there are no doubtful en- 
tries, nothing but certified, unchal- 
lenged all-time losers. 

(Name Withheld) 
New York, N.Y. 

Ed. Note: Oblivion's schedule also 
withheld to protect the guilty. 


FM needs balance 

I agree with Roger Coleman's 
thoughtful letter (SPONSOR, Mar. 
23) stating that FM radio should 
not compete with AM by imitating 

The greater danger to most FM 
is lack of variety. FM should offer 
drama, live music, and meaningful 
commentary: Syndicated taped ra- 
dio drama. Drama in mono and 
stereophonic sound is available at 
fees adventurous station managers 
can afford; local musical talent is 
eager to work for scale; and there 
are citizens who have no book or 
film to plug, but can still make 
vital comments on subjects close to 

FM's general policy of melodious 
programming for an affluent audi- 
ence works for some stations, but 
media buyers still count heads. Un- 
less balanced content is achieved 
soon. FM as a nationally lucrative 
medium will never exist. 

Howard M. 1 a«rence 


Audio Techniques, Inc 

\, W York. \ ) 


He's teed off because w e discussed "lawn 
care" on the air. We felt kind of sorry about 
losing him as a listener 'til we received 1,043 
cards and letters from 1 >1 different communi- 
ties requesting the booklet 
we offered. But that's how it 
goes. Our kind of program' 



b£3 ^^ SO 000 WATTS 

ming seems to zero In on the listeningesi 
(and workingest) people in Cleveland and 
northeastern Ohio. People who do things. 
So if your client is interested in getting 
action In our market area, 

remember one thing. I he 

^r.i^ u greener at WGAR. 

April 6, 1964 13 




Connect the numbers below, and you have 
one of the world's most familiar insignia. 

We've nothing against insignia, but it's our 
feeling that a network can be recognized just 
as readily by the caliber of its programs. To 
get down to cases, there's one network that: 

□ replaced an entire evening's prime-time 
programming with "The American Revolu- 
tion of '63," a three-hour report on civil rights. 

□ set the entire nation talking about its bold 
and irreverent satire series, "That Was The 
Week That Was." 

□ created "Exploring" and "The Children's 
Theatre," network television's most cele- 
brated programs for youngsters. 

n explored the inside of the Kremlin— a feat 
even Russian television had never achieved 
-to produce one of the classic programs in 
television annals. 

has scheduled an unrivalled sports lineup 
next season, ranging from NCAA football to 

the World Scries, with most events in color. 

□ presents television's most honored dra- 
matic program: The Hallmark Hall of Fame. 

stars television's must impressive array of 
talent, including such favorites in next sea- 
son's schedule as Jack Benny, Shirley Booth, 
Johnny Carson, Richard Chamberlain, Perry 
Como, Alfred Hitchcock, Bob Hope. .Jack 
Paarand Danny Thomas to name only a few. 

televises the nation's most distinguished 
newscast, the "Huntley-Brinkley Report." 

consistently draws the greatest number of 
viewers to its coverage of such special events 
as conventions, elections or space flights. 

All in all. it's the network whose balanced and 
wide-ranging schedule makes its identity 

i M' course, if you can't get through the day 
without seeing our signature, just connect 
the dots below. Obviously, though, it's the 
first time our identity has ever b.'en a puzzle. 










14 3 


18 ft 


April 6. 1964 



Tillies for TV that sells 

To get into the spring swing, I 
hereby nominate several com- 
mercials for the tv Tillic. A Til- 
lie takes up no space on wall, 
desk or what-not. It's just a big 
Bravo for Brains. Could be that 
my Tillie-winners might be also- 
rans in the American Film Festival. 
That wouldn't phase me. As Wally 
Ross well knows, I'm a Midwest 
judge and a rebel. 

The disturbing truth is that to- 
day some fantastically beautiful 
commercials are small spectaculars 
which toil not, neither do they spin 
very well. On the other hand there 
are the kind that deserve a tv Til- 
lie. Such as: 

There's always room for Jello. 
Always room, too, for commercials 
as pertinent as Jello's gelatin com- 
mercials — and as charming. (Re- 
member the Chinese baby?). On 
the air now is the "broad-chested, 
yellow-vested button popper." He's 
a man groaning happily, having 
just finished a heavy meal when 
Sweetie Face announces there's des- 
sert. You know very well the situ- 
ation gets pretty sticky when 
Sweetie fixes a fancy dessert and 
That Man says nix. But that's easy 
to avoid with Jello. Like the man 
says, "There's always room for 
Jello." I suspect Jello is the sort 
of old family friend who's easily 
overlooked unless some nudging is 
done. This is as neat a nudge as I've 
seen. Without a qualm. I give a 

Tillic to Y & R's Jello crew. 

They can't take that away from 
inc. Remember the song? Some 
smart somebody at J. Walter 
Thompson took it, word for word, 
note for note, and used it for one 
of the sweetest-selling Kodak com- 
mercials yet conceived. 

Video opens on fuzzy family of 
ducks, babies following Mama. 
J.W.T. definitely had all their 
ducks in a row. From this eye- 
catcher, the camera moves right on 
to mother-daughter activities, fam- 
ily picnic, dad holding his five-year- 
old girl and dancing her around the 
kitchen. All "moments you want 
to keep forever." The commercial 
makes it abundantly clear that 
"they can't take that away" from 
you if you capture the moments in 
movies. By Kodak, of course. Proud 
to be part of an industry that cre- 
ates commercials such as this one. 
I offer a tv Tillic to J. Walter 
Thompson, who made it. 

Mani-Magic Beautifies Nails in 
Minutes. Granted, this one is no 
swooner. But too often, introduc- 
tory commercials are all gussied up 
and befogged with distractions. Not 
Mani-Magic. The intro is simple, 
straightforward. The demonstration 
of product in use is clear as just- 
washed crystal. Squeeze it on, wash 
it off in five minutes. No monkey 
business. No hand-kissing. No 
waste motion. But you get the mes- 
sage. Come on. William Esty, pick 

Furnished by Radio TV Reports, Inc. 

BE A ADAMS, as tv creative director, 
knows whereof she speaks. Willi 
dm ilner since 1935. she started as 
a copywriter, had broken all har- 
riers and become a v. p. nine years 
later. She has also served on the 
agency's hoard since 1946. 

up the TV Tillic for your Pacquin 

Baby in tub, scrttb-a-dub-duh. 
Thus begins one Dial commercial. 
A gentle one it is, and it's baby-in- 
the-tub all the way. Happy baby 
sounds contribute their usual appeal. 
The claim is believable. "So gentle 
many hospitals use Dial to bathe 
little babies, yet it's the most ef- 
ficient deodorant soap you can 
buy." It doesn't take a seer to know 
that budging Ivory is a major opera- 
tion. This TV Tillic which goes to 
Footc, Cone & Belding is a T for 
Trying. If there's another "Dial lor 
baby" commercial in the hopper, 
I'm betting it will slip in a demo 
as memorable as that good old 
blackboard. Meantime . . . 

I'm going to turn off the hot wa- 
ter from here to yonder, give cold- 
water All a nice warm smile and 
a iv Tillic for that elusive thing 
called an i-d-e-a. Take it away, 
you-all at Lever Brothers and at 
Sullivan. Stauffer. Colwell & Boyks. 

Next critique h\ Bca will review 
a bit of what's happening on the 
great white wash-line and in other 
areas supposed!) ruled over bj the 
Little Woman. And that reminds 
me. will someone tell that knight 
in armor to keep his big white 
horse off my grass.' ■ 



Some people are. and perhaps you are talking only to yourself and your contem- 
poraries in some magazines . . . hut not in SPONSOR!! SPONSOR'S editorial pack- 
age is directed 100 r r to broadcast-minded agenc) and advertiser personnel. These 
people read SPONSOR each week, to find out what's working and what isn't, the 
changes, trends, techniques, and direction in the broadcast field. 

The national timebuyers read and use SPONSOR' Is youi message reaching them 
... or are you talking to yourself? 


555 Fifth Avenue 

• ==• 

New York 10017 

212 MUrrayhill 7-8080 

April 6. 1964 


This will be the local TV station's 
most popular program! 



3M announces the first comprehensive 
program to help TV stations, advertisers, 
agencies create new profits with video tape! 

Now, for the first time, local tv stations, 
tape producers, advertisers and agencies can 
receive real assistance in creating and produc- 
ing better-selling commercials on video tape. 

Here is a complete program that includes 
both professional demonstration and refer- 
ence materials from 3M, maker of SCOTCH 
brand Video Tape. Local tv stations and 
tape producers will be able to offer expanded 
production counsel and services. They ran 
pro vide practical materials to help advertisers 
take full advantage of video tape's pro- 
duction convenience and versatility, "live" 
picture quality, and the speed, certainty, 
flexibility that only tape can provide. 

A few of the new materials: A 25-minute 
■ demonstration tape shows production tech- 
niques, actual commercials, explains tap 

benefits. The "Comparator," a pocket-size 
quiek reference guide to the relative advan- 
tages of tape, live and film production tor tv 
commercials. "The Television Producer, 
deluxe 50-page encyclopedic workbook ol 
how-to tape production information. The 
program includes industry achievement rec- 
ognition, many additional pieces of helpful 

Ready to let this program help you? ("all 
your local tv station or tape producer. They 
have already received full presentationc 
this program, have many of the new 
materials in their hands. 

■ * 

magnetic Products Division 

April 6. 1964 



Final ad judgment 
in station's hands, 
not board, says SRA 

Station Representatives Assn. "energetically" supports NAB Code Author Rity's 
efforts to eliminate advertising claims which are "'detrimental" to the best interests 
of advertising and public acceptance, but has taken issue with possibility put forth 
by Authority Director Howard H. Bell of establishing central clearing house for 
commercial copy and some further means of checking supporting data in area of 
product claims. SRA President Edward Codel, in letter to Bell, stressed Association 
stand that "Ultimate acceptance or rejection on any advertising must remain in 
hands of individual broadcaster". He said: "Advisory office, designed to counsel 
and to clarify code interpretations, might well prove real help to advertisers, their 
agencies, and broadcasters, and could certainly eliminate many small problems 
before they become large, expensive headaches". But Codel asserted that even if 
a commercial has been worked through such an advisory board. "Final judgment 
lies with specific stations or networks involved." 

Market 1 acquires 
QXR web, plans 
to add affiliates 

QXR network of 47 stations, acquired last week by new group called Market 1 
Network, planning expansion into major markets not presently covered by web, with 
goal of having an FM affiliate in every market. The FM Stereo Radio Network will 
also pick up AM/FM simulcast stations "Where they are best stations in their 
market to reach quality audience," according to Market 1 President James Sond- 
heim, former president of QXR, who arranged acquisition of web from Novo 
Broadcasting, which took it over in 1962 from The New York Times. Sondheim also 
noted several hour-long stereo specials are on tap. and new programming is being 
culled from pilots on tape. They include a show demonstrating proven sales tech- 
niques aimed at business audience; one built around out-of-way vacation spots: and 
another a financial-business analysis produced in cooperation with "a major business 

All channel law 
to be adhered to 
by Japanese Mfrs. 

All-channel set law, which goes into effect for manufacturers on Apr. 30. will be ad- 
hered to by foreign TV set makers as well as those in the U.S. Biggest exporter 
of sets to U.S. — Japan — has assured FCC it will abide with "Letter and Spirit" of 
the all-channel law. Major U.S. manufacturers will be bringing out their new lines 
within next few weeks, all geared to receive UHF signals as well as V'HF, culminat- 
ing FCC move to raise stature of U stations. 

Rating Council OKs 
field workers for 
3 separate studies 

Broadcast Rating Council is off ground: At meeting last week it cleared way to 
send auditors into field to work three separate methodology studies, each a six-eight 
week project. This follows selection of three certified audit firms from eight candi- 
dates, but Council won't reveal identities until mid-year at earliest because of com- 
plicated reasons that surround such new ventures. By just making it under wire 
for March 31 deadline it gave itself, council kept its word to take steps toward 
official audits (of broadcast rating services). Next promise — similar progress for 
such specialized firms as Trendex. 

Color differential 
less in network tv 
than in magazine 

Cost hike between B&W and color in TV are often better bargain than in maga- 
zines, advertisers arc learning. "VOGUE.'" lor example charges 41 percent more for 
color page than B&W ($6,150 vs. $4,350): "NEW YORKER. 50 percent; 
"BUSINESS WEEK." 60 percent. In I \ \BC passes extra color line charges to 
stations generally, to advertisers lor O&OS; CBS charges ""nominal" $3,500 to 
sponsor lor color lines, nothing to stations; NBC has no color service charge. Color 
commercial cost estimated 30 percent higher than B&W. 









Hare Field, March 0, 1963. Discovered and reported by a Wfift news cameraimftf at 8:30 a.m. 
igraph was made from one frame of the actual 16 mm color newsfilm . . . enlarged 43 times I 


Color in Chicago is WGN-TV 

Now news in color! Thanks to a 
special service of fast color film 
processing, color newsfilms are 
now part of our regular schedule. 

This is another example of the 
depth of our interest in the expand- 
ing world of color. WGN Television 
generates more color programming 
than any other station in the 
Chicago market. A colorful 2532 
hours in 1963 including, for the 
fourth year, 123 major league base- 
ball games. There will be more in 
1964. That's why we say. . . 


the most respected call letters In broadcasting 

Metro Charlotte is just the hard core of a market 75 miles in diameter that is succulent selling v 
you buy WBT Radio. The populous Piedmont's top-audience radio station for two decades 
WBT's 50,000 watt signal delivers Charlotte PLUS — a market of more than TWO MILLION I 
PLE with $2Vz BILLION in buying power. Your BLAIR man has the WBT story. It's a peach! 


Jefferson Standard Broadcasting Company 




SPONSOR v i». i i i.. IM4 

Senate ( 'omnn I ( hair- 

man Jnhll 1'ilsl. ,r.J I s S I 

/ . . /».> rn«i whose impact mi broadcast 

will be felt in 1964. 


The New Era: Practical Ethics 

Jroadcasting's best year is marked by acknowledgement of faults and active self- 
regulation, while a growing number of broadcasters and advertisers see the light 

III i \ri si \K( him; now for 
« even stronger rules designed 
letter to protect the value of prog- 
ess as .1 medium ol information, 
ducation and entertainment." 

So said NAB President LeRoy 
'ollins in Detroit, a scant month 
tefore N VB's 42nd annual com en- 
ion in Chicago. He was referring to 
.ode measures that would go be- 
ond the recent tightening on pig- 
gybacks, and on youth appeal in 
:igarettc advertising. He urged what 
light be called the Collins tactic: 
o forestall government action by 
oluntary betterment, rather than 
.% ait and protesl regulator) reforms 
hat go to punishing extremes. 

Such a statement b) an N KB 
-resident would have been unheard 
4 before ttiis new era in broadcast 
strategy based on acknowledge- 
ment of faults and active self-reg- 
jlation. The new development 
:rcw out of both ethical and prac- 
ical considerations, in a period of 
rough government agency forays 
nto heretofore "free" areas of 
., broadcast cnterpri-. 

Whether NAB's Gov. Collins 
personal!) charted the newer 
bourse, or whether a historic need 
xoduced the man— he is a symbol 
if the new strategy, and he will 
-land or fall as the coming months 
xove it right or wrong. 

*pril 6. 1964 

Not everyone likes the new ap- 
proach. It nearly cost the broadcas- 
ter association president his job 

during climactic showdown at Jan- 
uary board meetings in Florida. 
Hut increasing numbers of broad 
casters, and increasing numbers of 
national advertisers and agencies, 
have to admit it has been working 
Chairmen of powerful Hill commit- 
tees in House and Senate have gone 
along with it in major areas o\ 
commercials and ratings regula- 
tion, in the year span between 
NAB's last convention and this one. 

If there is not a striking coin- 
cidence involved, the approach has 
helped broadcasting and its nation- 
al representative association chalk 
up its best year financially; its best 
year in avoiding some stringent 
government crackdowns It has 
been a year of historic firsts in mu- 
tual problem solving by broadcas- 
ters, advertisers and networks, mag 
netized to common effort around 
the NAB (-od< of dood I'rav! 

I he new NAB Strategy and the 
broadcast contingent supporting it. 
do not deal as much in noble plati- 
tudes of the "Broadcaster. Right or 

Wrong" variety I his rallying er> 
sufficed when most government 
suspicion was directed at networks 
and monopoly and newspaper own- 
ership of broadcast media, and old 

favorites ii\ ( )ption I line and I' 
l\. I he New Frontier era brought 
in regulatory proposals that hit 

ever) phase, ever) size broadcast 

facility, laige and small alike, and 
on a round-the-clock basis. 

It was not an overnight thing 

N \H is still sometimes very hesi- 
tant about getting into a new melee. 
even when the new era contingent 
urges action as in the Cigarette tra- 

cas rhe NAB was literally unable 

to bring itself to a decision on mak- 
ing a flesh and blood appearance, 
rather than simply submitting its 
statement, at the I cdcral I r a d e 
Commission oral hearings on ck 
ette advertising, until the last min- 
ute. 'Set this government foray will 
hit hardest at I V cigarette com- 
mercials tor appealing to the young, 
and will concentrate on broadcasl 
advertising far more heavily than 
on print media. 

Hut this is an exception, and only 
a partial exception at that, s 

Collins am: I Authority P 

tor Howard Bell have N \B 

board votes to curtail youth-ap; 
on cigarettes and cut down 

back double commercials in the l\ 
de I he Radio ( . qweted 

to follow suit shortly on t!\ 
ette problem I his was all brought 
about in spiu- internal 

w ranch 


on cigarette advertising, and on 
broadcaster refusal to act as spokes- 
man for bigotry in civil rights. 

To put it bluntly, the new NAB 
lias closed the old ivory tower. It 
meets controversy, within or with- 
out, head-on. It promises a new 
future for neglected radio — and 
acknowledges the neglect. It ad- 
mits industry faults when taxed 
with them: yes, the ratings were 
unfair to many broadcast stations 
and to the TV and radio audi- 
ence, and broadcasters did sacri- 
fice accuracy to convenience in us- 
ing them without question. It says 
yes, there is certainly the "appear- 
ance of overcommercialism" (even 
NAB must draw the line some- 
where, and "appearance" is as far 
as they are ready to go right now in 
acknowledgement) and something 
must be done about the quality, the 
clutter, the sound and validity of 
broadcast advertising. 

Perhaps most crucial this past 
year is the admission that yes, there 
are sharp differences between state 
associations who want to go this- 
away in policy, while national NAB 
advises going thataway. But the 
corollary of "Let's stick together 
and fix it ourselves," has produced 
striking victories. It was the com- 
bination of individual, state associ- 
ation and national association 
broadcasters working in unison, that 
produced the 317 to 3 House vote 
to bar FCC from pinpoint regula- 
tion of broadcast commercials. 

The threat of internal dissen- 
sions culminating in broadcast civil 
war and rejection of its own presi- 
dent, seemed ended with Board 
Chairman Quarton's statement aft- 
er Collins' successful, if slender. 
vote: "It's finished as far as I'm 
concerned," and Collins would 
serve out his full contract. 

A new era, too, is underway in 
relationships between broadcasters 
and advertisers and agencies. In 
the days of laissez-faire, when the 
regulatory livin' was easy, each of 
these groups simply fought tooth and 
nail for the best time and price, and 
Madison Avenue stayed on its own 

This is no longer possible. As 
government criticism of broadcast 
commercials intensifies, other news 
media headline it. A new consumcr- 
protection crusade is in full swine 


that will affect every product spon r 
sored on the air — also the labeling 
and advertising thereof. In the 
face of this tidal wave, broadcas- 
ters and advertisers have begun to 
realize they'd better stick together, 
or be overwhelmed in the govern- 
mental flood separately, as Col- 
lins and Code Director Bell have 
been warning. 

In the last analysis, advertising 
and broadcasting interests are two 
sides of the same coin — the broad- 
cast commercial revenue coin, that 
is. Neither can make the neces- 
sary reforms in commercials, their 
quality, their interruptiveness, with- 
out the cooperation of the other. 
Until the recent push, pull and ca- 
jolerie by Collins to get top repre- 
sentatives together to talk over 
problems with NAB Code people, 
a stalemate was forming. Adver- 
tisers had been chary of getting 
into the rating measurement con- 
fabs — they preferred, at first, to 
"watch" or "sit in," on meetings 
of NAB's new research council. 
Advertisers were shouting down the 
broadcasters for "clutter" by bill- 
board credits and promotion. Broad- 
casters opposed giving up their 
competitive station promotion, and 
accused advertisers of antagonizing 
the public with repetitious and poor 
quality commercials. 

Now everyone is working to pool 
alternatives. Bell has circled t h e 
coastal program producers to plead 
for a cutdown on long credit crawls. 
Compromises have been reached 
during top-level meetings. A climac- 
tic point was reached in the latest 
get-together sponsored by ANA 
when they suggested four rules to 
contain clutter: one of them would 
cut multiple-sponsor mention at 
start and close of programs to one. 

There will be more meetings be- 
tween NAB Codesmiths. nets, ad- 
vertisers and agency people. Sen. 
Pastiire, chairman of the Senate 
Commerce Subcommittee on Com- 
munications is hovering in the back- 
ground. The senator warned hold- 
off networks to cooperate with Col- 
lins on meetings. One fine day. 
the senator will host a meeting in 
his own oil ice to get a progress re- 
port on what's being done to bet- 
ter quality and end clutter in broad- 
cast commercials. If the report is 
not satisfactory (ami this would 

also hold true on the House side 
in the ratings matter, where the fin- 
al blessing of committee report has 
not yet been given) — the next step! 
could be formal hearings. Or it 
could be a nod to FCC Chairman 
Henry to move from case-by-case 
to some sort of policy standard in] 
the commercial area of regulation.) 

What was the starting point ton] 
the new era? In a sense, it was FCG 
Chairman Newton Minow who 
triggered change in broadcasted 
strategy from defensive protest taj 
offensive insistence on self-regula-1 
tion, and proof that they can and 
will do it. 

Minow was a unique chairman 
who ushered in unique times fori 
broadcasters. Never before had the 
Federal Communications Commis- 
sion had a chairman as aggressive! 
as crusading, as successful in mak-J 
ing newspaper headlines, and as 
close to the White House as Minow. 
Before taking off for greener finan- 
cial fields, after a comparativelj 
short stretch as FCC chairman, 
Minow's final filip was a proposa 
that the NAB become virtually ai 
arm of the government, like the Na 
tional Association of Securitie 
Dealers (a suggestion still breathing 
in the pages of FCC's network 
study, under consideration 
now at the commission). 

Successor E. William Henry, 
new frontiersman, took up where 
Minow left off. when he became 
chairman in May 1963. If Minow's 
crusade had been against the \a: 
wasteland of western and famil 
comedy programming. Henry's w 
for a general uplift. He wanted bet 
ter quality, more local live program- 
ming, more editorializing, more loi 
cal orientation, and fewer commer 
cials. Fewer and fewer commer 

Like Minow, Henry partly sup 
plied his own steam, as a vigoroui 
young and determined administra 
tor. Partly, he enjoyed momentun 
from the new frontiersmanship am 
the popular president who had ap 
pointed and would back him up 
It was a period when government 
from high up on the Hill, to down 
(owners in half a dozen agencio 
had another broadcast field day. 

There were the ratings hearing 
that made good fodder for the p; 
pers for weeks on end. There wei 



Who's Who 
in the Federal 

SIONER, FCC — I i^t appointed to 
the commission in 1946, he served 
.in vice chairman 

lioin 1952 un 
nl he was named 
C h .1 i r in .i n. in 
l l »54. lor ,i one 
year period. 

Hyde lirst en- 
tered government 
service in i l >24 
with the civil 
service commis- 
Hydt sion. He became 

.in assistant attornej with the Fed- 
eral Radio Commission in 1928, and 
continued to serve with its successor, 

the I ( ( . when it was created in 
(934. He held various legal positions 

with the I ( c 


MISSION! K. FCC— Assistant depu- 

tv Attorncv General lor the Justice 
I) e p a r t m e nt. 

I ord was named 

to the F< C in 
1957, and served 
as chairman trom 
March. I960, to 
March ol the fol- 
lowing year. 

I ord held a 
vanelv ol posts 

with the Justice 

Fond Department trom 

1953 to 1957, and prior to that served 

in lour different positions with the 

I I I ind also acted as counsel for the 
commission before his appointment as 
commissioner. He saw additional 
government service with the Office 
of Price Administration. 

I April 6. 1964 

koiiiki I. i:\Kiin. ( OM- 
MIssiom K. I (( — Uaiticv is. more 
or less, the FCC s top non-engineer- 
ing expert o\^ 
I \l A membei 
ol the commis- 
sion lor the pasl 
1 2 years, be was 

administrative as- 
sistant to House 
speaker Raybum 
prior to appoint- 
ment to the I ( ( 
in 1952 

Hartley 1 arher. Hartlev 

joined the Yankee Network m 19 

was elected vice president in l l >42 

and also served that year as secre- 
tary-treasurer ol IM Broadcasters, 
Inc. When l\lli merged with the 
NAB in 1943, he became head ol the 
N Mi's I \l department. 

Kl NNl ill \. COX, COMMIS- 
SIONER, I ('(—Named in lanuarv. 
1963 to I ill the unexpired term ol 
T. A. M. (raven 

and subsequent!) 

continued tor a 

tall seven-yeai 
term the follow- 
ing June, he ail- 
vanced to the 
commission from 
the I (( s Broad- 
cast II U r e a u 
w here he h a d 
( ■'( been bureau chief 

since 1"' 

Prior to that. ( OX had had a varied 

legal background that included a hand 
in the direction ot a l\ mcjinrv when 
he served as special counsel tor the 
Senate's Interstate ami I oreign ( oni- 
merce Committee in 1956 57 


I . Willi \M III Nin 

CHAIRMAN, i ( < 

1 1 
man the I ederal < ommunicatii 

( OmmisskM] has had Nalue.I 

ceed Newton n Min.'w ai chain 

in May, !'"<*. lie had been 
in law practice in Memphis prior to 
his original appointment to the com 
mission in )■-• 

Before that, llenrv had been 
tive in Washington during the 

presidential campaign, served .: - 

representative to the Nationalities 
Division ot the Democratic Nation- 
al ( Ommittee and had been prom- 
inent in civil riejits activities 


IK. ice — I nst appointed in 19 
and now in his second term as com- 
missioner, h e 

same to the 1 ( ( 
from the House 
committee on .ip 
propr i a t i o n s . 
where he was 
director ol siir- 
vevs and inves- 

I ee had abo 
been chiet clerk 
ot the FBI, and 
before that served as all assistant 
to J I dgai Hoover Me first entered 
federal service m 1938 as a special 
agenl tor the I HI Prior to that he 
worked tor eight vears as an auditor 
tor American Bond and M 
( o .un! other tirnis 


III I Ol \ IN(,I K. ( OMMIs. 

sioni r. ice — I ormer assistant v 
tome) General in charge ot the Anti- 
trust Division, 
he is the most re- 
s' e n t appointee 
to the commis- 
sion iJune 
auA was named 
to till the uncx- 
.<^_- . pired tern; 

^^fl ^k \ Alan 

tX ^k which runs 

/ Loevii - the 

author I hooks and artk 

in the fields ot antitrust law and j 
prudence, and previous to the i 
nee Department had i 

Supreme ( ourl in his home St 



threats to throw the broadcaster's 
whole schedule open to political 
wrangles if an editorial concerned 
a candidate or a controversial is- 
sue. A Columbia University study 
reported by Dr. Gary Steiner said 
people were looking at tv commer- 
cials with a jaundiced eye — and 
FCC had more fodder for proposing 
limiting rules. The big consumer- 
protection push was on, also the 
big cigarette burn. FCC was go- 
ing to look into everything, but 
everything, from multiple owner- 
ship, AM and FM situation, broad- 
cast license fees, minute details of 
broadcasting, the works. 

Then, suddenly, by a tragic quirk 
of history, with the assassination of 
President Kennedy, broadcasters 
were given their "finest hour" of 
public service, sacrifice and dedica- 
tion — during the year when they 
were most heavily under fire. 

At this point, the regulatory in- 
vasion began to slack off a bit — 
but it was not a withdrawal, just a 
standstill — and it was still poised 
for action. NAB policy moved 
slowly but surely to the new ap- 
proach: admitting unpleasant is- 
sues, putting them out in the open, 
and going hammer and tongues aft- 
er the right to self correction when 
and where it was needed. The self- 
regulatory standard was taken by 
every broadcaster and by state and 

national association to their con- 
gressmen and senators — not once 
but over and over, and in person. 

By the opening month of 1964. 
the era of the Great Rebuff for the 
federal regulatory agencies was 
underway. The FCC took perhaps 
the worst beating in its history 
(aside from ex parte scandal which 
hit individual chairmen and one 
member). During hearings on the 
commission's handling of broadcast 
editorializing and commercials 
rulemaking. House Commerce Com- 
mittee Chairman Oren Harris and 
Communications Subcom m i 1 1 e e 
chairman Walter Rogers (D., Tex.), 
and majority of committee mem- 
bers blasted regulatory agencies in 
general and the FCC in particular 
for going ahead with a "legislative" 
type of activity that usurped Con- 
gressional rights and went far be- 
yond executive agency appointees' 
authority under their statutes. 

Earlier hearings on broadcast 
ratings had brought milder scold- 
ing to both FCC and FTC for fail- 
ure to keep tabs on rating firms' 
claims of accuracy in the face of 
actual bias. Both agencies were 
warned by House and Senate ap- 
propriations committees to keep 
within traditional regulatory boun- 
daries. The new president's attitude 
was cautionary against over-regula- 
tion. Internally, at the FCC, a 

schism left Henry with only Ken- 
neth Cox as frontier buddy. New- 
comer Lee Loevinger did not back 
his chairman, and managed to ap- 
pear neutral on all issues. 

But the government pendulum 
never stops swinging. The rebuff by 
no means ended regulatory activity 
in broadcast and broadcast adver- 
tising. FCC's E. William Henry has 
not retreated one inch from his be- 
liefs and his determination to im- 
prove the broadcasting picture his 
way. Scolded by the House com- 
mittees, and barred from commer- 
cials rules (as much by their ac- 
knowledged impracticality as by that 
House vote), Henry is resuming his 
program, but working out some new 

He is making use, actually, of 
older and safer approaches. Com- 
mercials will be reached, as di- 
rected, on a case by case basis. But 
when enough data is gathered. Hen- 
ry will undoubtedly try again to 
evolve some set of standards or a 
permissable maximum for broadcast 
advertising — unless the industry 
100% beats him to it. Whether 
Henry could again get a majority 
commission vote for such a pro- 
ceeding, is a large question for the 
crystal ball. 

Although the House Communica- 
tions Subcommittee's informal re- 
port somewhat uneasily and unccr- 

Who's Who on the Federal 


Top man on the Commission since 
September 1961, Dixon first joined 
the FTC as a trial attorney in July. 
1938; immediately following gradu- 
ation from the University of Florida 
law school. He subsequently engaged 
primarily in anti-monopoly and anti- 
deceptive practice work. 

He became counsel and staff di- 
rector of the Senate Antitrust and 
Monopoly Subcommittee in 1957 
where he assisted in developing and 
focusing the attention of Congress 
and public on problems in the field 
of restraints of trade, including ad- 
ministered prices in many major in- 
dustries. Dixon's term as chairman 
of the FTC will expire September 25, 


ER, FTC — President JohnsorTs first 
appointment to the FTC, and one of 
the youngest men 
to serve there 
(36). Reilly is 
filling the unex- 
pired term of A. 
Leon Higginboth- 
am, Jr.. which 
runs to Septem- 
ber 1969. 

A trial attor- 
ney in the Anti- 
trust Division of Reilly 
the Justice Department from 1953 
58, he became Midwestern repre- 
sentative of the Council oi State 
Governments in Chicago. In 1961 the 
Attornej Genera] appointed him as 
head of the Executive Office for Unit- 
ed States Attorneys and Assistant to 
the Deputj Attornej General. 



t. urns warned Henry away from 
blueprinting any new broadcastci 
requirements undei the Fairness 
Doctrine Henry is coming out 
\utli .in explanatory "primer" on 
the Doctrine. Hie big question is 
whether .1 broadcastei should be 
compelled to give free time to an- 
iwei .1 sponsored controversial edi- 01 political attack. Sen. I'. is 
lore is 011 record w iih .1 large "\ - s " 
IIk- House members are opposed, 
hut the subcommittee could not 
leach enough agreement to say this 
in its report. More hearings will 

undoubtedly he held and specula- 

lion runs high over what the Ft ( 
primer has to say o\\ this ques- 

I he same pattern held with 
broadcast fees. Henry is going ahead 

in spite of House Committee warn- 
ing and Rogers' bill disallowing 

FCC lee charges. I he collections 
will be held in eserow until federal 
courts deeide a test case brought 
Igainst the lees. 

Perhaps Henry's broadesl and 

safest avenue ol approach is the 

enlarged, detailed accounting of pro- 
Bamming, community-connections, 
and commercials schedules in the 

licensee rcports--duc annually on 
t\ and once every three years in 
radio. Broadcasters are fighting 
hard to cut back the detail, scent- 
ing boob) traps that can be sprung 

at renewal I his fighl may have 

to be thcin alone It would be haul 

loi even Rep Rogei s to say 1 I ( 
did not have the right to require 
an accounting ol broadcastei stew 
ardship in the public interest, and 

as licensee ol the public auwavs 

\ ain, voting schism in die com 

mission may prove a btoadcast alls 

nist overkill in detailed report 

\Jded to Henry's new strategy, k 

the realization that the Senate will 
probably be reluctant to back the 

House attack on regulatory rights 

Hie Senate is prone to think twice 

before yanking an issue out of reg- 
ulatory hands particularly when 
they might be left with the job 
of policing it themselves, if their 
voting public demanded it. 

Senators prefer industry self-reg- 
ulation, and both Commerce Com 
mittee Chairman Magnuson, and 
( om mu nicat ions Subcom m it tec 
Chairman Pastore, have spelled this 
out to the industry and to the I ( I 
I ( ( was told to give broadcasters 
a chance at self-improvement in 
commercial i/at ion. Broadcasters 

were warned to show concrete prog- 

icss or take the consequences. 

NAB's Collins said the new era 
contingent of broadcasters believe 
that the industry has its golden 
chance righl now to prove it can 
regulate itself and take the action 

out oi th( r< .■ ilat< ■ 
the tors,., able future 

I ike th l<' ■: IK chail 

111. in is also .1 1 determined 

appointee ol the new front 

I he IK. smarting like its fellow 

no from frustrations and : 
urcs in tv advertising cas< 
expected to go all out on 

irette advertising t utravaganza 
Here, the I ederal I rade < ommi 
sion w ill have the bad ing >'l 
ence and medicine, and ol I l > \ 
and its parent the Department 

Health. I ducation and Well 

plus a loster ol educational. uviv. 
and consumer interests. I hev will 
support I K "s stand that cigarettes 
be labeled "Dangerous!" and that 
tv advertising be cleansed ot any- 
thing even remotelv resembling an 
appeal to youth. \ Strong nucleus 

of Hill crusaders are also backing 

the action with bills to make it cry- 
stal clear that cigarettes are amen- 
able to lie and I I) \ regulation 

I here are some big guns lined 

up against the FTC cigarette rule- 
making, too and no doubt, prac- 
tically endless court actions will 
be fought. "Go Slow!" UrglngS have 
come from a lew scientific hold 
outs not vet convinced of the ( 
arette-cancer link, and from main 
who urge the white hope of re- 
search to make smoking harm'. 

Tobacco industry, and tobacco-ori- 


\. I \ ERI 1 II MacINTYRE, 

COMMISSION! K. IK — I h 1 s 

Democrat from North Carolina is 
aw acknowledged 

solon on anti- 
monopoly a n d 

small business 

Staff director 
ami chief coun- 
sel lor the Se- 
lect Committee 
on Small Hiisi- 
ness ot the House 
of Represent. 1- 
Madntyre lives. Maclntvrc 

succeeded to the expiring term of 
Robert Seerest m September 1961. 
Shorllv alter World War II. he or- 
ganized the FIX s antitrust trial staff 
In addition, he served as ehiel counsel 
to a Special House Committee investi- 
gating large-scale buying and selling 

April 6. 1964 

1*1111 II' II M \\. COMMISSIONER, 

TIC — I lm on came to the I K with a 
legal and regulatory background that 
began in 1939, 
included .i stint 
.is i ( c attorney 
from 1940-1941, 
culminated with 
various justice 
department posi- 
tions when he named com- 
mission e r in 
1961. Two vears 
Elman later, he was ap- 

pointed to a lull seven-year term 

After his serviee with the FFC, he 
became law elerk to supreme court 
justice Frankfurter, ,\nA later joined 
the stale department in 1943. Elman 
moved to the justice department and 

was Assistant to the Solicitor General 
when he was named to the I K 

SIONER (retired), I rC— Norwegian- 
born, Anderson returned to elective 
• ! i t i e a I life 
M rch l le ■ 
a pendin 
the IK which 
he had filled 
since 1955 

Although he 
taught school for 
a bnet 

iblican v 
e o a cent r.i I 
Dakota pol 
Vfl Navy service, he * 
ed attorney general then 

governor in 1950 H 
to the si. lie's first office in 1952 
appointed member ot the II i in 

5 His re ippoinur.enl in l 
tor ,i seven vear term 

has b L -en South 

ented legislators will light against 
wholesale onslaughts on tobacco. 
On the sidelines, sad-eyed tax ex- 
perts and economists worry over 
possible financial wrench involved 
if the anti-smoking crusade makes 
it big. As for the President — he 
has not even mentioned the prob- 
lem in his consumer messages. 

Whatever the outcome, FTC is 
basking in the spotlight today, with 
its crusade to save the American 
youth from the lure of massive ad- 
vertising campaigns. In fact, massive 
advertising is under new and ac- 
tive suspicion at the FTC. The or- 
der for Clorox divestiture by Proctor 
and Gamble, in a rare approach, 
makes an antitrust factor of the 
advantage of the national adver- 
tiser in supermarket selling, over 
competing products not blanketed 
in national tv ad campaigns. Broad- 
casters will hold their breath as 
their biggest client battles FTC's 
effort to prove big ad budgets can 
be attacked as "wasteful" by the 

Backgrounding the glowing, cig- 
arette-headlined present are some 
hard thumps for the Federal Trade 
Commission in the TV advertising 
field. Most recent was its final and 
rather ignominious surrender on the 
Bayer advertising claims based on 
FTC's own pain-killer research. 
Twice, FTC was put down in fed- 
eral courts on this one. FTC also 
had to pull back, at court order, 
from a tough stand on any use of 
tv mock-up techniques, in the Col- 
gate-Palmolive and Rise shave 
cream cases. Although victorious in 
barring advertising already on its 
way out, FTC was warned away 
from extremes that would bar leg- 
itimate substitutions for tv camera 

Scolding came its way from ap- 
propriations committees — the senate 
turned down FTC chairman's bid 
for funds to make a survey of 1 ,000 
leading manufacturers. FTC was 
rapped for paying too much atten- 
tion to picayune cases. Another 
brickbat came its way for the con- 
sents it signed with rating firms 
Nielsen. ARB and Pulse, to end 
claims of hairline accuracy. Too 
easy, said the House Investigations 
Subcommittee during its ratings 
hearings. Subsequent order throw- 
ing Nielsen patents open to non- 

exclusive use and forbidding any . 
more audience measurement acquis- 
itions, created little stir. Too late, 
said industry. 

For FTC Chairman Paul Rand 
Dixon, perhaps the saddest of all 
was the loud silence that met FTC's 
program for hopeful buddying up 
with industry by "helpful" advisory 
policy, involving informal get-to- 
gethers where industry would let 
its hair down. Broadcasters and ad- 
vertisers met the proposals with 
chill silence during two industry- 
government get-togethers held here 
in Washington this past winter — one 
hosted by AFA-AAW, and one by 
the National Chamber of Com- 

Like its fellow agency, the FTC 
fights on. It wants a law granting 
it the right to impose temporary 
injunctions without court direc- 
tives, against advertising or other 
business practices under complaint 
action, while case is pending. In 
its year-end (fiscal) report for 1963. 
FTC reminded the industry that it 
monitored over 500,000 radio and 
tv commercials, and over 300,000 
printed ads. It has dumped over 
61,000 of these on its legal staff for 
further examination and possible 
action. False advertising cases ac- 
counted for $4 million of the com- 
mission's $11.5 million budget, said 
the report. 

FTC chairman has announced, 
in addition to the proposed rules 
on cigarette advertising, pursuit of 
cough-cure remedies; cosmetics; 
mineral and vitamin supplements; 
reducing and dietary medicines and 
foods. Broadcast toy commercials 
were hit hard in the fall of 1963, 
but may get off the hook via NAB's 
new campaign for self-regulation 
and new toy advertising guidelines. 
Broadcast ratings will get further 
attention at the FTC and cross- 
checking of station advertising based 
on them will go on with FCC. 

FDA will be with the Trade 
Commission all the way in all of 
these actions. Food and Drug Ad- 
ministration attacks the product it- 
self, and disclosure factors in label 
and advertising — while FTC goes 
after the false advertising claims. 
Advertisers and agencies had a dou- 
ble scare when FDA's yank of Reg- 
imen tablets was followed recently 
by Justice Department action 

against the advertising agency in- 
volved, as well as the manufac- 
turer. J. D. also jumped on reduc- 
ing capsules touted in "Calories 
Don't Count," for violation of Food 
and Drug Act — and indicted the 
author of the promotional book. 
Under other circumstances the au- 
thor could have been an ad agency. 

One of the largest and most re- 
cent moves by FDA is the proposal 
to require updating of advertising 
and labeling of all drug products 
cleared since 1938. They would 
have to meet testing and disclo- 
sure requirements for both safety 
and effectiveness (it used to be 
just safety) in the Kefauver-Harris 
Act that was effective in June, 1963. 

Since no government depart- 
ment seems complete these days 
without a consumer-arm. FDA 
will now have its own Consumer- 
Education Division. This will re- 
inforce the newly created govern- 
ment arm placed around consumer 
shoulders when President Johnson 
reactivated Kennedy's Consumer 
Advisory Council, and put Mrs. 
Esther Peterson in charge of a spe- 
cial consumer committee to protect 
Americans from confusion or ex- 
ploitation in their shopping. This 
combine will back truth-in-packag- 
ing and truth-in-lending legislation 
by Sens. Hart and Douglas. 

There is more. A brand new fed- 
eral agency called the Office of Con- 
sumers is being pushed. This new 
bureau would represent consumer 
interests in proceedings of all exist- 
ing agencies. It would hear con- 
sumer complaints and conduct in- 
vestigations into prices, quality and 
handling of consumer goods. Odds 
are heavy that it would proceed 
to protect the TV viewer and the 
radio listener with headlined fer- 

Things are not all bad. To coun- 
ter act all of these irritants, are 
glowing predictions from the Presi- 
dent's economic advisor, from 
commerce department's outlook 
series, from the bureau of the bud- 
get, and from experts in and out 
of government — that business is 
good and looking better. NAB 
says that, based on its tallies of lat- 
est figures. broadcast revenue 
trends in the first quarter of this 
year auger a final total that will 
top last "ear's topper. ■ 




Local TV tape seminars planned by 3M 

Minnesota Mining has prepared special tapes, production 
manuals, other items for stations, and 50 of them said "yes" 

A i i hoi (,n 60 ol the cation's 
commercial l\ stations have 
video tape facilities, and some are 
n adept at making commercials on 
tpe thai they're used on network 
I \ shows, the country's local I N 
idvertisers have much to learn 
jboul the basics of using the tape 

So believes Minnesota Mining & 
Manufacturing (3M), which lias 
■unched a series of local I V tape 
keminars to which will be united 
idmcn active in local-level l"V — 
idvertising managers, sponsor pcr- 
ionnel, local agencymen, store man- 
agers. I V directors, account men 
\l\ the lirst such large-scale "grass- 
iHUs"' attempt to broaden the use 

I video tape among local adver- 
tisers and. incidentally, to bring 
lew local revenues to stations by 

Video tape s.iles manager Wil- 
iam H Madden of 3M is heading 
he project, and over 50 stations 
law signed up SO tar for the local 
ape seminar events. Each ol the 
Seminars, according to Madden, will 
X tailored to a specific TV mar- 

The general idea of the sessions 
is to slum advertisers that video 
ape provides major economies, as 

acII as new dimensions and flexi- 
Ntities, m the production of local 
FY commercials. Although this 
nav sound, to Madison Avenue 
.-ars. about as exciting as ;i flight 
n a primal) trainer would sound 
to a pilot who's just been cleared 
or advanced jets, there's plcntv ol 
room lor such missionary semi- 

Bj 3M executive Madden count, 
local advertisers are now pouring 
■Ore than -sZOO million annuallv 
into T\ . but only about 15' 
this goes for video tape commercials 
To tape proponents like Madden 

April 6. 1964 

Demonstration tape to h, shown advertisers featuri -nil m a 

cial. In one session oj three hours she /<;/>< i/ 9 
commercial, exclusivt of talent costs 

this is a situation to be remedied 

as soon as possible Hence, the 
seminar schedule, and the stress on 
local-station tape abilities 

Said Madden in New York late 
last month: 

" \ leading station in Detroit, for 
example, in addition to operating 
a full program schedule, has a flour- 
ishing commercial production busi- 
ness Among Other activities, it is 

video-taping Ford and General Mo- 
tors commercials for use on net- 
work shows 

"All television stations possessing 
video taping equipment are capable 
of doing I V commercials, ranging 
from the network commercials 
ing done in Detroit to Outstanding 
spots for the car dealer, realtor or 
department store in Keokuk. Iowa 
or Bangor. Maine " 

Fhe lightweight use o\ video 

taped commercials by local ad. 
tiscrs. Madden m\\ is often due 
to the fact that tape-equipped st. t 
lions "do not fully utilize this 
equipment " 

Madden -eves this ficld-ch. 
analvsis of what's wn 

""It mav seem contradictor) that 
local telev ision stations that 
sivelv go OUt and sell available air 
time to local sponsors pass up the 
opportunity to make additional 
profit b\ not .\\^o selling their pi 
duction ities <>ur sun 

plus discussions with .ub 
and agencies u d the major 

-on whv this phenomeno- 
vallv. it in. 

down m communications "The 
tioris. in some ins- un- 

ire of the profit potential pi 
ent in the production of comm 
Cl'als In other 



Here is the clear dope about a good broadcasting operation. 

Although most guys and gals our age who are in the adver- 
tising business know almost everything about us, we are 
often reminded that time flies and each day new people 
are joining the ranks of agencies of the country. Some of 
them sit in judgment on us, and so they need to know all 
about us. 

Well— We operate KRNT Radio, KRNT Television, and KRNT 
Theater out here in Des Moines, Iowa. All under the same 
roof. All run by the same people. Many of the personnel 
are up to their necks in all three all the time. 

Our radio station has led in service and adult audience 
most of its 29 years. The television station reflects credit 
on its parent and generally leads in ratings, and in every 
one of its almost 9 years, it has done around % of the local 
business! Both stations are affiliated with CBS. The CBS 
know-how together with the KRNT "know-how and go-now" 
keeps us out in front. The theater is the largest legitimate 
theater in the U. S. A. Everything from the Grand Opera to 
the Grand Ole Opry is shown in it. It truly is the "show 
place for all Iowa." 

So what happens? Well, the stations promote the theater 
and the theater promotes the stations, and we learn show 

business from running all three. We learn about people, 
too. Nothing will straighten out a person's thinking about 
what appeals to people as well as the box office. 'Tis the 
till that tells the tale. People either put their money where 
their mouth is at the box office or they don't — they kid you 


Out of this baptism of fire comes some pretty hep people 
in programming and promotion and market knowledge. 

Few organizations, if any, know this market as well as the 
KRNT organization knows it. 

Few organizations know more about program appeals- 
Few organizations know more about promotion and pub- 
licity — 

Few organizations are held in as high esteem by its public. 

Few organizations of our kind in the U. S. A. have the track 
record that KRNT Radio and KRNT Television post year 
after year. 

The KRNT name means leadership and has for a long time. 

What about right now, today? 

Well, take KRNT-TV: 

The hot CBS-TV schedule is hotter here. 



The hottest movie package is here. 

The hottest news outfit is here. In fact, one of the top daily 
nighttime news programs in a multiple station market in 
America is here on KRNT-TV. 

The hottest sports programs are here. The football coaches 
of the three largest universities in Iowa are seen exclusively 
in this market on KRNT-TV. 

The most and the best and the best-known local personali- 
ties are on this station. 

Civic, cultural and religious groups know from long experi- 
ence that they can count on our eager cooperation and 
support. They know we do operate in the public interest, 
convenience, and necessity. 

And— this is the station, in this three-station market, that 
carries around } 4 of the local television advertising and 
has since the station's inception. Yes— where the cash 
register has to ring today to make today's profits, this is 
the station the local merchants depend on for sales— some 
of them selling products your agency represents. 

Then about radio: 

Every Des Moines survey a fellow can find shows KRNT 

Radio leading in total audience, total adults . . . leading in 
believability, too. KRNT "Total Radio" has the solid sound 
of success you like. You're proud to be associated with it. 
It, too, is a great news station, a great sports station, and 
it has the most and best known local personalities. It, too, 
is an outstanding public service station. 

Our KRNT Radio personalities appear regularly on KRNT 
Television. This is a big advantage. Radio listeners know 
what KRNT personalities look like. Likewise, television 
viewers are constantly reminded of their local KRNT-TV 
favorites because of their frequent exposure on KRNT 
Radio. One medium helps the other in our operation. And 
personalities are pictured in heavy newspaper promotion, 
too. Our personalities are "old friends" to Central Iowa 
people — an important plus in their merchandising and 
sales effectiveness. 

These stations of ours provide the proper climate for re- 
sponsible advertisers — a climate of leadership, believability 
and responsibility. It is said that Lord Chesterfield once 
invited his young friend thusly: "Come walk down the street 
with me. It will make your fortune!" 

We invite responsible advertisers to come walk down the 
street with us. It will go a long way toward making your 


An Operation of Cowles Magazines and Broadcasting. Inc. 
Represented by the Katz Agency. Inc. 

April 6 1964 



sure how much they should charge 
for such service to the advertiser 
or whether they might just be bor- 
rowing trouble with a sponsor who, 
up till now, has been satisfied with 
the show he's bought." 

Many local TV ad managers and 
agencymen cut their TV eye teeth, 
Madden believes, on the basis of a 
choice between live commercials or 
filmed commercials. Video tape is a 
new horizon, and one which re- 
quires local admen to acquire new 
knowledge. In recent years, this has 
held back the progress of local TV 
tape production, the 3M executive 

"The terminology of video re- 
cording is different than the long- 
familiar motion picture slang . . . 
advertisers and agencies were un- 
aware that most of the special ef- 
fects desired in commercials can be 
produced with minimum video 
equipment and just one recorder. 
But, in total, most of the problem 


Gordon L Capps. President of Inland Radio. Inc.. 
Ontario. Oreqon, says: "We believe that CRC is 
the most usable and useful Radio Station library 
we have found. The Commercial Jinqles and Spon- 
sor IDs as well as the rest of the library makes 
selling advertisers, particularly the new adver- 
tisers, much easier. CRC is makinq us money 
every day. After all, what more could you ask 
from a library service?" 

Space A & B, East Exhibit Hall 


has been a lack of effective com- 
munications between advertisers 
and agencies on the one hand, and 
television stations on the other." 

The seminar series, on which 3M 
is pinning considerable hopes, has 
been "under preparation for more 
than a year, and each element has 
been carefully considered to make 
certain that it would help clear the 

In actual practice, the seminars 
will work out something like this. 
They arc virtually a "package" 
from 3M, containing most every- 
thing a station would need. There 
is, for instance, a video demonstra- 
tion tape starring comedienne Pat 
Carroll. Included in it is one of 
the commercials Miss Carroll did 
for Peavey Company Flour Mills, 
taped at a midwestern station. 

"In one single taping session of 
less than three hours, she taped 
nine separate commercials," recalls 
Madden of the comedienne's effort. 
"Because of the speed, the cost to 
the sponsors was just $300 per com- 
mercial, exclusive of talent fees. 
Just to remind you that a commer- 
cial made on a shoestring can be a 
good one, this spot, starring Pat, won 
a second prize at the American 
TV Commercials Festival." 

There is also a manual called 
"The Television Tape Producer," 
which Madden feels "will come to 
be regarded as 'The Bible' of tape 
production." It is a deluxe work- 
book, giving a great deal of basic 
advice to admen concerning video 
tape production — camera position- 
ing and movement, lens selection, 
camera changes to punctuate ac- 
tion, camera blocking, lighting, sets, 
artwork and typography. It also 
discusses auxiliary television record- 
ing equipment, editing and lighting 
equipment, the advantages of tap- 
ing stock shots for an entire adver- 
tising campaign in one shooting ses- 
sion, and script techniques for local 
TV tape commericals. 

"While each station will prepare 
its own format," Madden states. 
"normally those in attendance will 
be taken on a tour o( the studio 
to see the station's video tape 
equipment. Then, they probahh 
will be shown either the Pat Car- 
roll or the station's own video dem- 
onstration tape, and will be supplied 
copies oi the producer's manual. 

and other pertinent pieces of litera- 
ture. Key station personnel will be 
available to answer any and all 

Follow-up contact is planned by 
3M at the local level via direct mail 
and sales calls. The seminars will 
be backstopped with a "national 
promotional umbrella" by the 
manufacturing firm. 

Can all types of sponsors benefit 
by the campaign? Says Madden: 

"A station with minimum video 
equipment and just one recorder is 
capable of producing outstanding 
commercials featuring 90 per cent 
of the special effects normally de- 
sired by advertisers and agencies." 

A. S. Beck shoes names 
new ad-p.r. director 

Louis B. Keane. who was an A.S. 
Beck employee for 30 years and 
served at one time as vice president 
and member of the board of direc- 
tors, has returned to the company 
as director of advertising and public 

Keane was associated with Beck 
from 1928 through 1958. He was 
vice president and director from 
1946 on. 

For the past several years he has 
been a merchandise consultant to 
Genesco and served the I. Miller 
and Wise shoe divisions. 

ANA plans workshop 

A day-long workshop for adver- 
tisers on the subject of television 
advertising is scheduled by the 
Association of National Advertisers 
to be held June 17th at the Plaza 
Hotel in New York. 

The program committee is headed 
bv Alfred Plant, vice president-ad- 
vertising of Block Drug Company, 
manned by Richard Butler. Lever 
Bros.; Robert Dobbin Best Foods; 
Glenn Johnston, Glenbrook Labora- 
tories; Gregg Lincoln. Colgate- 
Palmolive; Craig Moodie. Jr.. Arm- 
strong Cork: and Copeland Robin- 
son Liggett & Myers, 

This annual workshop is one of 
the activities of the Broadcast 
Service Committee oi the ANA 
under the chairmanship of John 
Burgard. vice president and direc- 
tor of advertising of the Brown &; 
Williamson Tobacco Corporation. 





Mad but wonderful world 
off a copywriter 

[Here is how a copywriter lives, works. Her world 
is one of dizziness, pain, frustration, but also fun 

Bi i\(, \ ( iH^ \\ ki 1 1 k is more than 
just a low affaii between a 
writer and a pencil and paper. It 
involves .i great deal of running 
Blinking, learning, planning, direct- 
fag, and taking direction. 

I Ik- copywriter's world is a mad- 
house but also a Fun house. It is 
■ere thai the dizziness of ideas be- 
ans to clear and the creative con- 
cept becomes concrete. In the end 
it is the copywriter, along with the 
|art director, that decides on the 
dct.nls oi the commercial message will make the consumer look 
listen, and hopefully, buy. Copy- 
■nriters are not sponsored poets or 

novelists who have tailed but, for 

the most part. ordinar\ people with 
■OOd minds and a great (.leal ol 

\ \:o<.\\ representative of the 
copywriter's profession is Olivia 

frager who works on the John H. 
neck account at Young & Rubi- 
:am. She is one of about f>o copy- 
writers at Y&R, agencj for Breck 
iince last September. 

Olivia writes for all media, hut 
poncentration has been on televi- 

ion for the products she handles 

1 1 i >•< i ' the copywriters on 
the Brei k act ount at Y A R . 
Olivia Trager was featured in the 
BREt K GOl D BOX. the com- 
pany publication oj John II 
Bret k. Inc. It was this i <>\ eragt 
that brought Olivia to SPOh 
SOR's intention. The major part 
oi this article and the photos are 
taken from the \tor\ in Gold !■ 
written and edited h\ Robert J 

vpril 6 1964 


Copywriters must .speak up. Here Olivia expresses one of her ideas 

an art supervisor. 

"1 went to art school," says Olivia, 
"and TV has a lot of picture, which 
pleases me. I'm very interested 
in movie techniques." 

But such problems are usually 
settled through healthy, although 
sometimes heated, discussion. In- 
stead of just carrying out orders, a 
good copywriter must think them 
out, Olivia believes. It is good peo- 
ple who make a good advertisement. 

"I don't like to work with a set 
storyboard and planned cuts, etc.," 
says Olivia. "Luckily the TV art 
director (Lee Scherz) doesn't either. 
We work it out together. He has a 
feeling for copywriting and knows 
when I'm going astray. At the 
same time I like to talk over his 
art plans. We argue and fight but 
it all comes out for the best." 

The producer, John McShane, 
also listens. "He let's me monkey 
around," Olivia says. "The agency 
is very good about that, and so 
is the client. They give you your 
head," she says. 

"If you want to and I think 
every copywriter should want to — 
it is a good idea to sit in on cast- 
ings, music, and voice choosings. I 
also go to shootings, mixings, and 
watch what's going on. 1 am in- 
vited more or less as an observer, 
but they sometimes listen to me, if 
I have something important to say," 
Olivia reflects. 

On a eommerical for Breck Hair 
Set Mist Olivia was writing copy for 
a type like Sandra Dennis, the pro- 
ducer was thinking of a type like 
Carole Lombard. "When I knew 
what he was thinking I could go 
back and do the kind of re-write 
he wanted. I don't always write 


with a particular type person in 
mind but this was a tricky com- 
mercial and the personality was im- 
portant," the copywriter says. 

Of the many Breck products, 
Olivia handles copywriting for 
Breck Hair Set Mist, Creme Rinse, 
Banish dandruff shampoo, and sev- 
eral others. 

"Copywriters must be good cus- 
tomers themselves, I believe," 
Olivia says. "They're the kind of 
people who like to go into super- 
markets and buy things." 

Olivia is clever with words, quick 
to understand what people want to 
know about a product, and adept 
at creating effective advertising 
copy. She is personable, outgoing, 
and articulate. 

Young & Rubicam has a repu- 
tation for being a creative agency. 
It is a mecca in the ad world for 
people who are imaginative and cre- 
ative, some creative people believe. 

It was this reputation that 
attracted Olivia Trager. 

Ten years ago, she was a senior 
at Bennington College in Vermont, 
and her burning ambition was to 
go to Mexico and write a novel. 
She hadn't established a theme for 
the novel by graduation, and she 
didn't have the money to go to 
Mexico, so she settled down to 
work in New York. 

Olivia worked for MGM as a 
titlcist, then went to the C. J. La- 
Roche agency as a copywriter. 

The acting copy head at the La- 1 
Roche agency was a young Har- 
vard graduate named James Tra- 
ger. What with their work and sev- 
eral mutual interests throwing them 
together, it was not surprising that 
romance blossomed. Soon Olivia 
had. with no reluctance at all, 
abandoned the idea of the novel and | 
Mexico and married James Trager. 

Today, the couple has three chil- 

When she's in the supermarket. Olivia becomes just another housewife. She is /< w/< v\ 
and says she can't stand not being over-busy . 

Olivia stands h\ as Hink marketing director, Kin Hawthorne, is b 
/l uoryboard 63 1/ Hampel, c<'/n supervisor on Breck account. 

Olivia's ilm is occupied with phom 
mi 1 tings, arrai other </i< 

dren: roby, six; Mandy, lour; and 
James, fourteen months. Since her 
marriage Olivia has worked at three 
idvertising agencies, always .is a 
copywriter. She came to Y&R 
■bout a year ago. 

\ttcr eight years .is a copywriter 
she formed some strong opin- 
ions on her career and on the re- 
sponsibilities of copywriters. 

"I'm not a writer who wants to 
he anything else. I want to be what 
\ copywriters job. she believes, 

is to give the products a glamour 
and excitement that adds a value 
tbove what the product has. "I'm 
ashamed of im bad ads." she says, 
"and I get a sense of accomplish- 
ment when I >.Ui a good one." 

According to The Hook oi Young 
A Rubicam, "the cop) department 
is where the actual advertising is 
Originated and written, be it maga- 
zines, radio, television, newspapers. 

billboards, skywriting, matchbooks, 

01 what-have-yOU." A companion 
volume in the Y&R library, en- 
titled flow to ( reate Good Adver- 
tising, explains that a copywriter 

must first and foremost be able to 

write clearly, simply, logically, and 

interestingly . 

"He should think in terms of 
people and their needs and desires. 
He must think: "How can I form a 
mental bridge between people's 
needs and desires and the advan- 
tages this product has to offer?' " 

In the opinion of Gwynne Gros- 
ser, director of personnel at Y&R, 
the real, good copywriters have the 
ability to develop a theme that 
will be the ke\ to a whole series 
Of ads. 

"Anyone," he says, '\.\n write 
one good ad. but developing a theme 
that will last is good writing." About 

24 iii the agency's copywriters arc 

women. I'rossei says 

I he average age ol the agency's 

copywriters is slightly under 

he says. I he\ are all college-trained 
and the) might have studied JOUJ 

nalism, a subject closer) related to 

cop\ writing, or subjects as remote 
to COpywriting as French literature. 

geography, and chemistry. 

I 1. ink fiarrell, a ^ \R \ ice ; 
dent and manager of the cop) de 
partment. explains what the agenc) 
looks lor when the) hire a COpy- 
w riter. 

"We look lor real interest m do- 
ing exciting and difficult work." he 
sa\s. ""and we look tor imagination 
ami versatility. 

"Copywriters are the ke\ people 
in making an aA \ writer must 
find out (he facts and then inl 
pret these tacts m an understand- 
able w.i. \ ipywriter like Olivia 

hagci begins an ,w\. then collab- 
orates with the art director in mak- 
ing it " 

Hi//; /I art direct her:, looking 


On the personal qualities of copy- 
writers, Harrell says: 

"The best copywriters are natur- 
ally expressive people, both in their 
conversation and in their ad mak- 
ing. Then," he adds, "copywriters 
get a personal satisfaction in seeing 
their work in print or on the air. 
Pride is a big thing with a copy- 

The man at Y&R who relates 
most closely the client (Breck) is 
Bill White, vice president and ac- 
count supervisor. Bill, along with 
four account executives, is in con- 
stant touch with the marketing peo- 
ple at Breck, discusses the clients 
problems with Olivia and others 
working on the account. Then, the 
copy department, through assigned 
writers, develops the script and 
copy for the proposed adver- 
tisement. Upon completion it is pre- 
sented and discussed by the Breck 
product group and the agency's cre- 
ative review board. Once the ad- 
vertisement has the approval of 
these groups, it is presented to Bill 
White, the account executives, and 
to the client. 

Olivia Trager has straight, 
blonde, shoulder-length hair which 
turns up slightly at the ends which 
she manages from time to time with 
a toss of her head or a sweep of 
her right hand. She is attractive, 
has green eyes and an expressive 
face. She talks easily and confi- 
dently. From her experience in the 
advertising field she is knowledgc- 
about copywriting, the workings of 
an agency, and what makes a good 
ad. She is open-minded, has intelli- 
gent opinions, and is sophisticated 
in an easy natural way. She is tall, 
large-boned, and walks with a 
quick stride. 

Olivia's office is on the eighth 
floor of the Y&R building, along 
with the offices of a dozen other 
copywriters on the same floor. Her 
desk is invariably in shambles with 
sheets of paper scattered here and 
there, with a bottle of Breck Banish 
seeming to anchor the still life. On 
one wall of her office is a montage 
of proposed storyboards, print ads. 
a batch of personal notes impaled 
with a huge pin, and a cherished 
message printed by her son Toby 
("Mommy, I I eve You"), chil- 
dren's sketches, and a color ren- 
dering of the sinking of the Titanic. 


It takes some energy and drive . 
to hold a full-time copywriters job 
and run a household, but Olivia 
manages both very well. 

The Tragers' day begins at 7:30. 
More organized than most family 
breakfasts, the Tragers eat together, 
with the children chattering, father 
James reading the New York Times 
until he finds the advertising news, 
and Olivia presiding over it all. 

Dressing the children for school 
is confusing but organized and 
swiftly accomplished. By 8:30 a.m. 
the Tragers are riding down the 
elevator from their fifteenth floor 
apartment, and another day has 
begun. Jim and Olivia alternate 
each morning walking Toby and 
Mandy to school seven blocks 
away from the Trager home. After 
Olivia walks them she takes a bus 
down Madison Avenue to Y&R. 
Younger son James is cared for 
during the day by Emma, the Tra- 
gers' nurse. 

A typical day at the agency for 
Olivia is hard to describe. One day 
she may work in her office at the 

typewriter, devoting all her time 
to writing copy for an advertisement. 
On another day she may confer 
with artists Saru Fink, Lee Scherz, 
and Dave Renning, who are working 
on an art theme for an advertise- 
ment (Lee handles TV art; Sam and 
Dave, print). Other days. Olivia 
takes part in an interview session 
that will select models for a Breck 
TV commercial. On other days she 
is at a filming studio where the com- 
mercial is being made. 

"I hate ads that other people 
hate," Olivia says. "Those are the 
ads that bludgeon people into do- 
ing things." 

"What we are trying to do with 
Breck on television," Lee Scherz 
says, "is to find something unique 
in every preparation, continue the 
Breck image, and present it inter- 

Traditionally the Breck image 
has remained as it was 30 years 
ago when the product first came out 
on the market, but TV has been 
somewhat of a departure especially 
on products such as Hair Spray. 

Above: One of her supervisors, Eloise Francis, examines prepared storyboard for 

Breck preparation. 

Below: At home Olivia works on her hobby, needlepoint, while husband, Jim. reads 
magazine. Common interest in copywriting makes lively discussion. 


a n 



Any business publication has one primary function. 

It must — to be of any real value to either readers or advertisers — pre- 
sent from issue to issue so many ideas and so much information that 
businessmen to whom it is directed find it useful and worthy of reading. 

Sounds pretty simple, doesn't it? Understanding the function of a busi- 
ness paper is simple; fulfilling that function is not. 

Demands on the time of all readers are greater than ever. The number of publications 
competing for readership is also greater. 

So, the job of getting business readership has become a more difficult one. Today, getting 
business publication readership regularly and in substantial numbers requires both compe- 
tent people and adequate facilities of many kinds. 

The OP trademark of Ojibway Press, Inc. is regularly displayed on 26 business publications 
in a number of different fields. Whenever you see it, you can be assured that the publica- 
tion carrying this symbol has the people and the facilities required un- 
der today's conditions. 

You can be assured, too, that the men and women assigned to each Ojib- 
way publication are fully conscious of their primary function to serve their 
readership in every way they possibly can. 





SPONSOR April 6. 1964 

■ HftB f 


Talking with Toby, who is also expres- 
sive. Olivia saves his artwork. 

Dressing children Mainly and James for 
school has its tender moments. 


Olivia walks the children to school before 


which has a young market. On a 
commercial shot not too long ago, 
Breck used a Chinese girl in Ja- 
maica for a set that was supposed 
to be Polynesian. "It was fun," 
Olivia says, but a lot of work." 
Bert Stern handled the photog- 

"Every day has new challenges. 
We must create things out of thin 
air," Olivia says. "It's just a job 
of thinking and coming up with an 
idea." Sometimes the idea takes a 
long time to come to the surface. 

Olivia spends a good deal of time 
with the three artists, sometimes un- 
profitable time as far as the com- 
mercial and the print ad goes. Other 
times they come to an understand- 
ing quickly, rejecting some ideas 
and accepting others until a good 
and memorrable advertisment is de- 

"We don't settle for something," 
according to the copywriter, "We 
care. We bother." 

"A copywriter's problem is peo- 
ple," Olivia believes. "We must 

persuade people all over the coun- 
try to think a certain way and buy 
a certain product. You are dealing 
with the thoughts and emotions that 
people have. It is always stimulat- 
ing and exciting to do this," she 
says, "and you find out something 
about yourself, too. When you've 
finished an ad or a commercial, you 
realize that your tastes and the 
things you like, and the messages 
that move you, are remarkably 
like those that impress millions of 
other people." ■ 

Niiiiiiiiiiniiiiiiiiiiiiiiiiiiiii mini limit iiiiiiiiiiiiiiiniiiiiii in in mum i mi ii iimimimi mi 11 iinm miiiii mi iiniiin imiiiiiiiliiiuiiiii iimiiiiiniiiiinii n miiiiii iniiiiiiiiiiiiiiiiiiiiii in mini iiiiiiiiiini 

Harold Cabot billings 
up 11% in 1963 

For Harold Cabot & Co., of Bos- 
ton, 1963 was a record year in 
terms of billings, earnings, net prof- 
its, and expansion, company presi- 
dent Edward F. Chase disclosed at 
the company's annual meeting. 

In reporting record high sales, 
Chase said billings in 1963 were 
up 11% over 1962. 

He said, "the over-all success of 
the company in 1963, further dis- 
tinguished by the addition of cli- 
ents Howard Johnson Company, 
Rambler Dealers Association of 
Greater Boston, and Forte. Dupee, 
Sawyer Company, presages an even 
greater sales year for Cabot in 1964. 
Billings lor 1964 now scheduled 
will be 309? ahead of last year." 

Combined Agencies 
to bill $2 million 

Acquisition of Levitt & Brandt. 
Inc. has been announced by Ralph 

Kent Cooks, president of Cooks/ 
Irwin, Inc. of Beverly Hills. Com- 
bined billings are estimated at just 
under $2 million. 

Purchase of the 20-year-old Los 
Angeles agency includes take-over 
of the entire staff including Charles 
Levitt, who becomes vice president 
at Cooke/ Irwin; Edwin Brandt and 
Robert Leeper, account supervisors, 
and the media and billing depart- 

Clients being brought to Cooke/ 
Irwin include Tanner Gray Line 
Motor Tours (California, Arizona 
and Nevada) together with their 
Avis Rent-A-Car system and Chart- 
er Buses; Rose Hills Memorial 
Park. Whittier; Los Angeles Turf 
Club, Arcadia; Braille Institute of 
America; Radio Free Europe Fund; 
Avis-Rent-A-Truck and automobile 
leases for I 1 western states; Ken- 
nedy Outdoor Advertising Co.; 
Hayward Hotel; R. W. Winchell 
Donut Co.; R. A. Rowan &. Co. and 
San Valle Tile Co. 

JWT opens office 
in Venezuela 

J. Walter Thompson has opened 
its 54th office in Caracas, Vene- 
zuela. The new office, known as J. 
Walter Thompson De Venezuela 
C.A., succeeds Vovica, C.A., the 
organization which has handled 
Thompson International clients 
locally since 1954. 

Manager of the new Thompson 
office is Lee Preschel, who. with 
Luis Perdomo, will serve on the 
management committee of the 
office. Both men are long-time 
Thompson executives who super- 
vised Thompson accounts at the 
Vovica agency and who previously 
served JWT accounts in the United 
States. Puerto Rico, and Colombia. 

The new Thompson office will 
absorb all personnel and facilities 
of Vovica. Its clients include Kel 
logg. Kraft. Burroughs, Champion 
Spark Plugs. Chesebrough-Pond's, 
Douglas Aircraft. Ford. Kodak. 
Lever, Pan American Airwavs, 



, wnsar 








For Syndication/NBC FILMS 


Where is that cozy "Lion's Den" this year? 

Little Or Suite 1905ft at the Conrad Hilton Hotel! 


York • Chicago • Culver City • Charlotte • Toronto ^£lEy\&/ 


1963: Triumphant year for NAB's solving industry problems 

Public and Congressional challenge of broadcast 
advertising practices met by national associa- 
tion's fast action and positive proposals 

Page 42 

Chicago: NAB town, 1964 

Site of broadcaster conclave is no longer the 
brawling Midwestern town of Mrs. O'Leary or 
even Elliot Ness 

Page 52 

Schedule of events 

Complete listing of official functions for the 1964 
NAB Convention 

Page 54 

Who's who in the National Association of Broadcasters 

Biographical sketches of the personalities who 
direct NAB's many-faceted program 

Page 58 

Who's where at NAB 

A listing of hospitality suites and headquarters 
locations for delegates to the NAB convention 

Page 68 

Official directory of exhibitors 

Where to find the exhibits of general exhibitors 
at the NAB Convention 

Page 70 

Syndicators and program sources 

Wide choice of TV and radio program fare awaits 
broadcasters and admen and the "TFE" group 
again goes its own way 

Page 88 

SPONSOR April 6 1964 


AS S , 




1963 : Triumphant year for 
industry problems 

one for broadcasting and 
broadcast advertisers. As the over- 
all trade association for the broad- 
casting industry, the National As- 
sociation has met the problems — 
and found solutions to a remarkable 

Broadcasing has suffered no ma- 
jor reversal and the industry's posi- 
tion is stronger than ever before. 

Here is a summary of challenges 
and NAB accomplishments: 

The Challenge 

The Federal Communications 
Commission proposed a rulemaking 
proceeding to enable it to limit the 
amount of commercials and the ex- 
tent to which they interrupt pro- 

The Accomplishment 

Under the leadership of NAB 
President LeRoy Collins, broadcast- 
ers began mustering support in op- 
position, both at the FCC and on 
Capitol Hill. NAB's Office of Gov- 
ernment Affairs, working with 
members at the grass roots and with 
slate associations, saw that Con- 
gressmen were informed of the 
clanger of this proposal as a threat 
to our free business system and as 
a collateral threat to general free- 
doms. Using a printed reasoned ar- 
gument, prepared by Governor 
Collins, the NAB Public Relations 
Service was able to obtain editorial 
support in opposition to the mea- 
sure from leading newspapers across 

the country. . .a success which 
brought disbelief from some broad- 
casters who recalled the traditional 
rivalry of the competitive media. 

The FCC withdrew its proposal 
but legislation was introduced in 
Congress to prevent a repetition of 
this threat to freedom. 

Broadcasters, using NAB as the 
focus, rallied behind the mea- 
sure. The legislation, sponsored by 
chairman Walter Rogers of the 
House Communications Subcommit- 
tee, passed the House by a smashing 
317-to-43 vote and was a clear in- 
dication that House members be- 
lieved that the FCC, like other regu- 
latory agencies, was arrogating to it- 
self powers never granted by law. 

The Challenge 

Congressional investigations and 
publicity resulting from these inves- 
tigations spotlighted definite weak- 
nesses in broadcast ratings as they 
existed. These weaknesses resulted 
in the lessening of confidence in 
broadcasting and had an indirect 
unfavorable effect on advertising. 

The Accomplishment 

Under the leadership of NAB 
Research Committee chairman Don- 
ald H. McGannon, NAB organized 
and incorporated the Broadcast 
Rating Council. NAB has five direc- 
tors. Other directors are from the 
networks, NAFMB. RAB. TvB. 
SRA, and AAAA. 

McGannon. who also is chair- 
man oi the Board of the Council. 

is making progress reports to chair- 
man Oren Harris of the House Sub- 
committee on Investigations. This 
action has precluded legislation in 
the field of ratings. 

Two Broadcast Rating Council 
objectives: the establishment of (1) 
minimum criteria and standards for 
rating services, and (2) auditing 
procedures to assure that the stand- 
ards are met and maintained. 

The Challenge 

All segments of broadcast adver- 
tising — advertisers, advertising 
agencies, networks and stations — 
are equally desirous of achieving 
the full potential of radio and tele- 
vision advertising. They all also 
need to recognize problems and dis- 
cuss possible solutions. 

The Accomplishment 

Governor Collins has taken the 
lead in establishing such confer- 
ences for television advertising, 
which appears to have the most 
urgent need. The Television Code 
Review Board now is sen ing as the 
focal point lor the meetings. 

The first meeting was held onj 
December 18 of last year and thel 
second on February 12. both inl 
New York City. Representatives oil 
the AAAA. the ANA, TvB. and 
NAB have participated in helpfl 
discussions. Future meetings will bt| 

The Challenge 
The problem in radio regarding 


April 6, 1964 / SPONSOi 

Public — and Congressional — Challenge 
of broadcasting advertising practices 
met by national association's fast action 
and positive proposals 

NABS solving 

Ipmmercia] policy is not unlike 
hat ol television. However, where 
efevision is concerned primarily 
vith programs, radio is concerned 
irimariK with stations. 

The Accomplishment 

[he \ \B Research Office has 
xojected a study for this year that 
vili sock to determine how the lis- 
ener is affected by radio commer- 
ials in terms of frequency, num- 
x*r of minutes per hour, manner 

M" presentation, and loudness. 

\ KB hopes the information 00- 
ained could he used in its Radio 
\\L- administration. 

The Challenge 
The single greatest need lacing 
adio is An adequate and accurate 
va\ to measure its audience. 

The Accomplishment 

\ \B and the Radio Advertising 

tlureau are conducting a joint re- 
earch project which it hopes will 
olve this problem. Initial studies 
; .. 3 determine the memorability of 
all letters and time of radio list- 
Ig activity are due to go in the 
eld verj shortly. 

The Challenge 
Growing concern among broad- 
asters, broadcast advertisers, and 
eneral public about the prob- 
•m of so-called clutter on televi- 
on posed a problem directly for 
M (ode Authority . In terms of 
c t u a I over - commercialization, 


(\k\<j Authority monitoring indi 
cated verj little deviation from the 
Code's time standards. However, 

various non-program elements, in- 
cluding promotional announcements, 
billboards, public service announce- 
ments, and commercials, including 
"piggybacks", tend to give the im- 
pression to the viewer thai a station 
is excessively commercial. 

The Accomplishment 
I he Code Authority is studying 

actively the question ol billboards 
and credits and is working closely 
with those most concerned. I he 
(ode Authority will present recom- 
mendations to the relevision Code 
Review Board at its next meeting. 

Multiple products announcements 
have now been defined in the Code 
itselt in strict terms. Only those 
which meet the criteria o\ the Code 
amendment will be counted as a 
single commercial under the time 

I he Research Office ol N \B. 
in cooperation with the Code Au- 
thority, is undertaking a study ol 
the problem of clutter, its various 
elements, their relationship to the 
\iewer. and viewer reaction. 

Concurrently. the television 
Code Review Board further tight- 
ened the time standards section I 
the first time in prime time pro- 
grams, a limitation ol not more 
than three consecutive annou: 
mentS o\ any kind has been writ- 
ten into the Code. 

By J "li n \l. Couric 

for public relations 
National l uot /<<n. 

\rt joining NAB m 1959, ih<- m 
named vh <• /"< w</< nt ' I 

n tpondent, hah l <>n f<>ur 

I • gia papers, int ludi ■ I Ulanta 
( onstitution" . 

The Challenge 

I he old question ol truth and 

credibility m advertising is of ut- 
most concern to ^ \B through its 
{\k\u Authority I ack Ol credibil- 
ity damages the medium which car 
ries commercial messages of this 
nature JUS) as it does the advertiser 
and advertising in general 

The Accomplishment 
On a VOluntar) basis in COOpera- 

tion with network clearance offk 

agencies, advertisers, and individual 

station subscribers, the Ne* York 

(\ule Office examines commercial 

eopv from the standpoint of t. 

derogation, substantiation of claims, 
and other unfair and misleading 
practices Some work is earned (Ml 
in this field by the i\\L- offices m 
Washington and Holly w. 

In implementing t! rision 

e's prohibition against the use 
of doctors, dentists and nurses in 
advertising, guidelines have ■ 
sued to avoid medical endorsement 
or scientific backing where the 
facts do not justify ttx 

Guidelines also 

to avoid excesses m the field of 
advertising, weight reducing 
nets, and in the 

In the i iuidelinej 

>m| 6 1964 






■ I 








two feet 
in motion 

...Nol even the dazzling technical machinery ol 
electronic journalism. It is an old axiom that no 
machine can replace the leg man with a nose foi 
news the great reportei who can track down, 
smell out. and come up with the big story wl 
contacts cul across politics, business, the .u^ 
44^^ ^_ •_ and sciences... who knows where t«> go for the 

inside stor) . 

( )i" more precisely, Walter ( ronkite. When >»>u 
sec him on Ins evening nev s broadcast he is sitting 
at a desk describing, for example, a missile launch- 
ing or interviewing a political hopeful. Mm by that 
time he has already visited ever) tracking station in 
}5 the Western I [emisphereor traveled throughout the 

home state of the man he is mter\ icw ing. \\ nh the 
burning curiosity of a natural bom reporter, he re 
fuses to rely alone on wire service bulletins or the 
reports of correspondents in the field. 

In his three decades as a practicing journalist 
(ronkite has covered more of the earth's surface 
than any newsman in television. V a distinguished 
critic wrote of him "\ iewerscan see and hear every 
night a face and voice that have guided them through 
an incredible diversity o\ experiences, from outer 
space to underwater, from chats with presidents to 
exchanges with physicists. It is hard to imagine a 
cozier mentor than this excellent reporter ... w nh 
the inexhaustible vitality and the temperamental 
balance that makes Republicans and Democrats 
alike find him sympathetic. "Sou don't worry about 
what (ronkite thinks. Ybu just sort o\ trust him." 

\nd there is good reason for Mich trust. ( ronkite 
brings to his daily reporting a background ol 
search, know ledge and first-hand experience unique 
in television journalism. It provides the kind ^\ m- 
sight and illumination that make his coverage ^i the 
Presidential primaries, the national conventions, 
and the election required viewing 

In short. Walter (ronkite is one ol the reasons 
why the American people are turning more and 
more to( BS News for the reporting ol major events 
m an election year as they did for the o| 
of strength in the Vw Hampshire primary .. V 
those feet on the desk, don't be misled \\ 
recharging his battenes.^^/^OO l\Ip\\ V 

What's so great 
about radio? 

Come see "Saga in Sound" 

(9:00 A. M., Grand Ballroom, 

Conrad Hilton, April 7) 

.and tell the world! 

The story of radio... its beginnings, its historic 
and nostalgic past, and the exciting and vital role 
it plays today in the lives of millions of Americans, 
colorfully told in this 20-minute film. 

Produced by the ABC Owned Radio Stations for 
showing to community groups and organizations. 

vcrtising cold and cough remedies 
and for dandruff treatment prod- 

The Challenge 

Some advertisers have expressed 
dissatisfaction with the quality of 
their produced radio commercials 
when these are transferred from 
disc to cartridge tape. The develop- 
ment of cartridge tape has been of 
great benefit to radio stations. Its ! 
use will continue to grow. At the 
same time broadcast advertisers and 
their agencies must be assured of 
good quality in airing their mes- I 

The Accomplishment 
Working through NAB engineer- II 
ing committees closely coordinated ' 
by the NAB Engineering Depart- 
ment, the Association already haslj 
adopted new Disc Recording and 
Reproducing Standards and now is j] 
developing Cartridge Tape Stand-, | 
ards, and upgrading NAB's Rcel- 
to-Recl Magnetic Tape Standards. 

These standards will permit close 
check on the audio quality of com- 
mercials transferred to disc to tapeJ 

The Challenge 

Mounting public concern over 
cigarette smoking and health alH 
ready is being reflected in proposals 
to curb cigarette advertising. 


The Accomplishment 

The NAB Television Code al- 
ready has been amended to readt 

"Care should be exercised so that 
cigarette smoking will not be den 
picted in a manner to impress the 
young of our country as a desir- 
able habit worthy of imitation." 

And that "The advertising of cig 
arettes should not be presented ir 
a manner to convey the impressioDj 
that cigarette smoking promote? 
health or is important to persona 
development of the youth of oui 

While no specific language ha 
been acted on vet. the Radio Cod 
Review Board has been directed b; 
the Radio Board of Directors i 
develop similar amendments. 

NAB also has told the Fedeij 
Trade Commission that the FT< 
has BO legal authority to issue an 
restrictions on cigarette advertisin 
because Congress has not grantc 
it this power. 

April 6, 1964 / SPONS( 

% The ABC Vx\^ 

° e ' Well" SuWe 


Visit ABC Films once a 
day while you' re in Chi- 
cago at the N.A.B. Con- 
vention. Suite 2316-19 , 
Conrad Hilton Hotel. We 
cure sagging ratings, 
listless audiences and 
build up shares-of- 
market . 

Contains these proven 
ingredients : NEW BREED , 

Evening programming look 
glum and listless? 

Feeling blue? 

Lost the old enthusiasm? 

■ ■ 

1$ THE NEW BREED ; This mir- 
acle drug consists of cop 
scientists. A guaranteed 
sure cure if taken once a 
week. Proof? KABC, Los An- 
geles was the top station 
in the area. At 9:30 P.M. 
"Breed" became #1 and in- 
creased ratings 54'; over 
previous programming. It 
was later switched to 6 
P.M. and again became tops 
in the market. That's not 
only proof, that's power! 



TER : Give this rollicking 
comedy to the whole family 
every week. Warning: may 
raise station ratings alarm- 
ingly fast ! Just started and 
already Number One in De- 
troit, Cleveland, Corpus 
Christ i and Waco ! How' s that 
for fast, fast .fast relief? 


Sagging mid-day ratings? 
Ladies ignore you? 

SYMPTOM: Children seem listless and bored 

A daily inj ect ion of 
GIRL TALK every day in the morning 
or early afternoon a i 1 1 pep you 
up. make you Irresistible. The 
secret formula? Virginia Gr 
— unrehearsed uod spout n i . 
Does it really work' LOOK! Number 
One in Albany, Providence and 
Portland. In Detroit rating 

. New Orleans — up 130 
pepped-up station:; on requ 

It. i pood^ 

:ly do. 

(So will your 
Some of t: 


. HouGt 0- 

Re : 
Number t ! 

• ' 


Take one of these 

every week for 30 minutes: 

How about a tried and proven tonic- 
good for general program aches? 


5YMPT0M: Falling asleep in front of TV 
)IAGN0SIS: Audience needs action! 

Get a shock treatment! 

U THE REBEL: Give one (1) big 
shot of THE REBEL one 

n (7) days. Freferably 
in t 

trip it'.; Number One in 
Nashville, K City, 
Des V.o Lnes eu * on. 

kly, it V. Number On • 
Norfolk, Providence, Phi] - 
delphia, Toledo. Mempfc 
Indianapolis, Detroit and 


trip into the unbe- 
lievable world of 
extra-sensory per- 
ception. It' 
trifled San Fl 
Cisco, Colum 
Corpus Christie, 
Boston, Detroit, 
Honolulu — top 
. ot ! 

■ « 



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Avenue Hotel 
Conrad Hilton 
Essex Inn 
Execut ive House 
F^rc Dearborn 
Imper ial Inn 
Lake Shore Drive 
Lake Tower Motel 
13. Ohio House Motel 
36. Palmer House 
6. Pearson 

54. Blackstone 
30. Civic & Lyric Opera 
38. Goodman Menonal 
3. The Happy Medium 
41. Orchestra Hall 
34. Shubert 
48. Studebaker 

and Astronomical Museum 

66. Adlor Planetar 

1 2 . Amer k an Furni 

37. Art Institute 

61. Band Shell 

42. Boar! >f Tradt- (Observation T<iwer) 

50. Buckingham Fountain 

68 . Chicago CM 1 *• 

S5. Chicago Natural History Museum 

28. Chicago Public Library 

27. Chicago Civic Center (Under Construction) 

i . Chic •£ • hfal er Tower 
26. Citv Hall & County Building 
UU . DePaul University 
9. Ljyola University (Branch) 
19. Marina City 
69. Meigs Field 
18. M« rchandist M.irt 
33. Midwest Stock Exchange 

Northwestern University, Chicago Campus 

Prudential Building (Observation Tower) 

Rooscvt 1 t University 

Shedd Aquarium 

Sold lei Field 

Visitors [nfomation Center (CACI) 

v . s. Courth 

City Parking GaragessJ 


Chicago: NAB-Town, 196a 

Site of broadcaster conclave is no longer the brawling 
midwestern town of Mrs. O'Leary or even Elliot Ness 

C\ki sandbi rg once called the 
lakesilc cit) "Hog butcher to the 
world " Others call it " I he Wind} 
Cn\ " Some just call n bj ih lo- 
call) disliked nickname, "Chi" 
(rhymes with "buy"). Audiences 
who dial the I \ and radio stations 
iperated bj manj oi the \ \H con- 
vention delegates gathered in the 
sountry's second-largest city have 
heir own, often inaccurate, image 
if the city that looks out on I ake 
Vliehiiun .in image compounded 
4 Mice Faye and [yrone Power 
feeing the Chicago Fire, Armour 
md Swift packaging miles of saus- 
ifes, and Robert Stack, riding in ;i 
lack Rco and armed with a 

loninn gun, m hot pursuit ol \ 

( apone 

Hiese images persist, but the) 

|iis| .iin't so 

I he cit) will plaj host this 

Week to the \ \H .Hid Its LMKsts 

is the biggest manufacturing .md 
distributing center in the country, 
with annual sales in the gjdd) 
"i $55 billion. No longei .i real 
power in network program produc 
Hon. ( hicago is nevertheless a giant 
in the communications business. an( j 
produces more television sets, ra- 
dros a\)^\ telephone equipment than 
anj other major I S area 

Chicago isn't tar from the I s 
(enter ot Population, and what 

amounts t<> a "national m 
ation has mad i 

I mail 

(93* -I t S < :• : 

1 passenger trail 
"i th< ■ airline 

| OVCI I 3 million p 
airlines at three airport 
It i>> the country's convention 
tal, handling an I. 

050 Conventions and trade s 1 

l i year I he N KB convention, 
which would swamp the I 
ol the i s city, is . t di 

1,1 ( rivention bucket; the 

citj avei 

each yeai arriving to attend o>n- 
ventions, trade tans .md other m< 


( hicago still has its tensions and 

"il 6. 1964 


Schedule of Events: 




1964 Convention, Conrad Hilton, Chicago 








Bel Air Room 3rd Floor 

Beverly Room 3rd Floor 

Continental Room 1st Floor 

Grand Ballroom 2nd Floor 

International Ballroom 2nd Floor 

Waldorf Room 3rd Floor 

Williford Room 3rd Floor 

Rooms 1 through 10 3rd Floor 

Rooms 12 through 19 4th Floor 

Parlors 20 through 34 5th Floor 

(All NAB convention and staff offices are located on the 

Third Floor of the Conrad Hilton Hotel unless otherwise 



Persons authorized to vote in behalf of television 
stations at the NAB Television Business Session 
and at the NAB Business Session must pick up 
credentials at the Certification Desk. Likewise, 
those persons authorized to vote in behalf of radio 
stations at the NAB Business Session must have 

The Certification Desk will be located adjacent to 
the NAB Registration Desk in the Lowei Lobby 
of the Conrad Hilton Motel. The Certification 
Desk will be open from 9:00 a.m. to 5:00 p.m.. 
Saturday through Wednesday 


I he NAB Public Relations Service will publish a 
pocket booklet. Todaj al the Convention," on 
Monday, ruesdaj and Wednesday, it will con- 
tain a registration notice Of program changes. 
Lis! minute Convention news and pictures of Con- 
vention notables. Complete, cumulative registra- 
tion lists will be carried on Mondaj and ruesday, 
Only late registrants will be listed in the Wednes- 
day issue. 


April 6, 1964 / SPONSt 



i30 p.m. to 5:00 p.m. CONT1NENTAI ROOM 


I vcretl Dillard, u \sll I M, Washington ix 

Report ol llu N \K I M Radio ( OUUnlltCC » li. linn. 111 

Ken Strouse, WWD( FM Washington, D.t 

M Radio and tlii' I nurcino Broadcast Swlrin 

Hon Robert I Bartley, Federal Communications 
( ommission 
llu I \l \ mix ik c — Kin ni Research FlndinRs 

lames \ Schulke, President, s\l\nt. New iotk. 

New ^ 01 k 
M Programming — Diiplieation or NoiiDiipln .itinn 


Harold ranner, WLDM, Detroit, Michigan 


n I Bentson, WLOl FM, Minneapolis, Minnesota 
Richard 1 Kaye, \N( KB I M, Boston, Massachusetts 
Merrill Lindsay, wsm FM, Decatur, Illnn. is 
Henrj \> Slavick, \s \i< I \i Memphis, rennessee 

M I orum 

w ii.ii are youi l \l Problems? 


1:30 p.m. to 5:00 p.m. V> \l IX >R] K( K >M 

Lcoodao Market television Session 

• IihIci atoi 

Richard n Dudle) 
\\s\i i\ Wausau, Wisconsin 

General Assembly 

(Management and Engineering Conferences) 
0:30 a.m. to 12 noon CiR WD BA1 I ROOM 


Richard W Chapin, Stuart Broadcasting Company, Lin- 
coln, Nebraska; l l >M ( onvention ( o-< 
mentation •>< SAB Distinguished Servia [ward 
to Donald // McGannon 

Management Conference Luncheon 
2:30 p.m. to 2:00 p.m. 

Uroduction o\ the Speaker 

William M Quarton, I he WM1 Stations, Cedar Rapids, 
Iowa; ( hairman, NAB Board of Directon 

1 eRoj ( ollins, President N \H 

Management Conference Assembrj 

:30 p.m. to 5:00 p.m. GRAND B \l I ROOM 


Richard W. Chapin, Stuart Boardcasting Company, lm 
coin, Nebraska; i i) m Convention Co-Chairman 

I he Honorable Oren Harris, Chairman, interstate and 
Foreign Commerce Committee, l S House ol Repre- 

om and I airness — I he Riuht to knn» 

rheodore 1 Koop, Columbia Broadcasting System, Inc 
Washington, n i 

Radio issemblj 

>:lll> a.m. to 12 noon OR \\|) B \l 1 R< X >M 

rport of the (hairman ol llu Radio No. ml 

Ben Strouse, \\ \v I x . Washington, H( 
cport on Radio Research kcttvtda 

Melvin \ Goldberg, Vice President and Directoi ol 
Research, \ \B 

I R\H Presentation: '"Radio's leadership Venr" 
Fdmund C. Hunker. President 


ISOR Ap,, I 6 1964 

I ili\ ision \ssiinh|\ 
9:45 a.m. tn I 2:00 i 

Bl \< KSK )SI I III \l R| 
Program < onfi rence, 'ad 
( I. hi R. Met P 

>ns I un< P 


Michai I > N P P 

( IIS I elev i 

Richard Pad Vi< P P 

( iin 
Hubbell K.. i lent 

Hubbell Robinson P i 

w Robert Rich, V P 
Seven \ lion 

hi Levii P uleni 
Em bass) Pictures ( orporation 

Ink r Exccuth Prod 

\B< l\ 
( o prodi 

ii. i President 

l \ Stations, Inc 

Management Conference Luncheon 

12:30 p.m. to 2:1)0 p.m. 

IMIKWI H >N \l li \l I R< M >M 
Introduction ol the speaker 

I e Ro) < ollins, President, n \m 


I he Honorable • William Henry, Chairman 
l i ommunications ( ommission 

2:00 p.m. to 5:00 p.m. NO SCHEDULED SI SSK >NS 
There is no this period may 

visit exhibits and hospitality iium- 

Radio \sscmbl\ 
*>:30 a.m. to 12 noon GRAND BAJ 1 ROOM 

Radio and Kiiords — \ (oniert in Sound 

Henrj Brief, \ iterative Set R I 

ciation ol America, fa* N N ■ N 

I hi Radio ( ode — PoWCf tor I'nsilne Vllini: 


Elmo l His. \v sh. Atlanta, ( « 

Radio ( Ode Board 
\ulomation in Radio — swim* .md BipU'kaci 

Orin w rowner, \\n\s fat Louisville, K 
Iuiiim Renewal "Umlaai — Qneationi ami kaaweri 
Robert I Rawson, ( hief, Renewal and iransti i> 
i . ■ Co nmunicationa < ommission 

I cIcn ision \ssttiihl\ 

y;(»0 a.m. to 1(1:4(1 a.m. \\ II I II < >KD R< M >M 


lames p Russell, KKI\ Colorado s 
( hairman, n \h i ele* ision B. 
Selling ... or iafflag? 
I \ B Presentation 

N I ent 

rdevision B 

I'li.isi Don't ShOO< (In I'i.iiio I'l.iMr 

1 1< > Presentation 
Ko\ Danish, i> 
rdevision Inl 
Ml Indiisirx liliiisimi Stattaa Maefc l.kciw ( ommittn 

Robert H Smith Wt VB-TV. Brisi V 
\|. mber, \ll Industry i S 

I ic nmittee 

1(1:45 a.m. to 12:00 noon V> \l DORJ R< 

I , h i ision Hoard I In lions 

M k SV.-II 

Special Preseatatioa: "Telling ih< « "<k 9torj 
Howard M Bell 1 1 

I It i lion Risulis 


Management Conference Luncheon 

12:30 p.m. to 2:00 p.m. 


Introduction of the Speaker 

LeRoy Collins. President. NAB 

The Reverend Billy Graham 
The Annual NAB Business Session 

General Assembly 

2:30 p.m. to 5:00 p.m. GRAND BALLROOM 


William B. Quarton, The WMT Stations, Cedar Rapids. 

Iowa; Chairman, NAB Board of Directors 
Panel Discussion 


Hon. F. William Henry, Chairman 

Hon. Rosel H. Hyde 

Hon. Robert I . Bartley 

Hon. Robert E. Lee 

Hon. Frederick W. Ford 

Hon. Kenneth A. Cox 

Hon. Lee Loevinger 

Convention Reception 

(In Honor of Retiring and New NAB Board Members) 
5:00 p.m. to 7:00 p.m. 


NAB 1964 Convention Committee 


Stuart Broadcasting. Lincoln. Nebr. 

WJXT, Jacksonville, Fla. 

KING-TV. Seattle. Wash. 

WSAU. Wausau. Wis. 

WKTV. Utica. N.Y. 

KAGH. Crossett. Ark. 

WOOD. Grand Rapids. Mich. 

WFAA-TV, Dallas. Tex. 

KMPC. Hollywood. Calif. 

WKBV, Richmond. Ind. 

KETV, Omaha. Neb. 



(Not a part of the official convention program) 

1 1:00 a.m. 

9:00 a.m. 
5:00 p.m. 

9:00 a.m. 


5:30 p.m. 

I 1:00 a.m. 

12:15 p.m. 

2:15 p.m. 
1:00 p.m. 

2:30 p.m. 
5:30 p.m. 
6:30 p.m. 

7:45 p.m. 

Association for Professional 
Broadcasting Fducation — 
Board of Directors Meet- 

National Association of 
FM Broadcasters — Meeting 

All Channel Broadcasting 
Committee — Meeting 
National Association of 
FM Broadcasters — Lunch- 

Association of Maximum 
Service Telecasters — Tech- 
nical Committee 
ABC-TV Affiliates— Pres- 
entation and Show 
ABC-Radio and TV Affili- 
ates — Reception 
.Association of Maximum 
Service Telecasters — Board 
of Directors Dinner Meet- 



Affiliates — Din- 


8:30 a.m. 

1(1:0(1 a.m. 
9:00 a.m. 


5:00 p.m. 

9:00 a.m. 


12:15 p.m. 

9:30 a.m. 

12:30 p.m. 
10:00 a in 

Association of Maximum 
Service Telecasters — Con- 
tinental Breakfast 

Association for Professional 
Broadcasting 1 ducat ion — 

Membership Meeting 
National Association of 
I \1 Broadcasters I \1 So 

Association of Maximum 
Service I eleoasters — Mem- 
bership Meeting 
Broadcasl Music. Inc. — 
Bo.ud of Directors Meet- 
mi; and l uocheon 

Room 9 

Waldorf Room 

Room 1 3 


Blacks tone 








Havana, Ivy 




Bel Air Room 

t'pper Tower 

( ontmental 

Beverh Room 

Parlors 25 and 


I 2:00 noon 


2:00 p.m. 

12:30 p.m. 

2:30 p.m. 

Association for 
Reception and 
Association of 

Broadcasters As- 
— Membership 


Education — 



Service Telecasters — Board 

of Directors Luncheon and 


2:30 p.m. Association of Broadcast- 
ing Standards — Board of 
Directors Meeting 
2:30 p.m. Institute of Broadcast En- 
gineers — First Annual 
4:00 p.m. Association of Broadcast- 
ing Standards — Member- 
ship Meeting 
4:00 p.m. Clear Channel Broadcast- 
ing Service — Membership 

TEE (Television Film Ex- 
hibit) — Cocktail Reception 

4:00 p.m. 

7:00 p.m. 
6:30 p.m. 

6:30 p.m. 

CBS-TV Affiliates— Recep 

tion and Banquet 

NBC Radio and Television 

Affiliates — Reception and 
7:00 p.m. QXR Network— Affiliates 


8:00 a.m. TV Stations Inc. — Mem- 
bership Breakfast 


8:00 a.m. Socictv 


of Television 

neers — Breakfast 

10:00 a.m. Mark Century's Program- 
ming Seminar/Brunch 
5:00 p.m. Harvard Seminar "Smoker" 
7:30 p.m. Broadcast Pioneers — Ban- 

Williford "C" 
Lower Tower 
Bel Air Room 

Beverly Room 
Williford "C" 
Beverly Room 
1 ower lower 

IVk ( ongress 
Great Hall 



Room 1 4 

Mayfair Roonl 

1 ower Tower 

Upper Tower 

Bel Air Roo | 





Everyone is Playing Robin Hood 

Every day in the week- 

and here's what happens! 


SYRACUSE, N.Y. FRI. 7:00 PM -34.5% SHARE 

Four years of peak network success . . . universal parental 
acclaim. ..unmatched response for sponsor promotions. ..these 
are just a few of the reasons why Robin Hood offers unsurpassed 
strip programming. Add to these proven assets an enthusiastic 
audience that not only watches the program loyally but makes 
it a part of its playtime. audience that draws addi- 
tional recruits each year as a new generation dis- 
covers television-you can see why Robin Hood is 
unrivalled for station and sponsor. 

oducM by Sjpphn Filmj, Ltd 

ONSOR April 6 1964 

Watch for our new series on man's invincible 
willtosurvive-SURVIVAL! with James Whitmore 
Official Films 724 5th Ave. .N.Y. 19. N.Y. PL 7-0100 




Governor of Florida from 1954-1960, 
( ol litis took office as the seventeenth 
NAB president in January. 1961. 

( ollins became a national TV figure 
as a result of his role as chairman of the 
Democratic National Convention in 1960. 
Prior to the governorship, he served in 
the state legislature of Florida for nearly 
two decades. Born in Tallahassee in 1909, 
he graduated from Cumberland Univer- 
sity with a Ll.B. degree in 1931. He 
is a member of the board of the Adver- 
tising Council, a member of the Ameri- 
can Bar Association, and the national ad- 
visors council for the Peace Corps. 


With the NAB since 1949. he was pro- 
moted to his present post in August, 1961, 
when the position was created. 

Wasilewski last had been vice presi- 
dent for government affairs since 1960. 
Prior to that, he became manager of gov- 
ernment relations in 1955, after service 
on the NAB's legal staff that included 
the chief Counsel post. He is a member 
of the FCC Bar Association and serves 
on the committee on legislation. Born 
in Athens, 111., he was awarded his law 
degrees by the University of Illinois in 
1949. He saw service with the Air Force 
between 1942 and 1945. 




Goldberg is considered one of the lead- 
ing research authorities in broadcasting. 
He joined the NAB in 1962 to head a 
new industry-wide program of objective 
research into broadcasting techniques 

Previously, he had been with Westing- 
house Broadcasting (Group W) since 
1956, where he handled depth studie-. in 
radio and TV news, daytime TV view- 
ing, and radio listening, among other 
projects. Before that. Goldberg was 
deputy director of research and evalu- 
ation for the USIA, and a research con- 

Who's Who in the National 


Former NAB manager of department 
of broadcast personnel and economics, 
he was advanced to his present post in 
February, I9M. 

Hurlberl joined NAB in 1954. as as- 
sistant manager of his formei department 
and was named manager in I960. Before 
that, he produced and directed programs 
foi WRCA-AM-TV (now WNBC-AM- 
l\ ). New York, from 1952-1954, was 
promoted to production manager and 
then assistant to the Station manager. Ik- 
was an editorial assistant at the White 

House in 1951. Me is a graduate of Har- 
vard w iih a \l A degree. 



Bell has held numerous positions with 
the NAB since he joined the organiza- 
tion in 1951. 

He was elevated to assistant to the 
piesident in 1954. and was assigned ad- 
ditional duties as coordinator of state 
association activities. Bell was named as- 
sistant to the president in charge of joint 
affairs in 1958. Prior to the appoint- 
ment to his present post in December of 
last year, be had been vice piesident for 
planning and development and assistant 
to the president since 1962. Before join- 
ing NAB. Bell had been sales promotion 
manager of WMAI . Washington. 


The formei station director oi WBNS 
TV. Columbus, Ohio, since 1949. Bra] 
son joined the association in 1952. 

Before that, Bronson had been statid 
manager of WJ1 I Grand Rapids. Our 
ing World War II. he moved to Wash 
ington and worked with the governmej 
office of censorship. Prior to this, hi 
had served as assistant general manage 
with \\( oi . ( olumbus, Ohio, where hi 
also had been continuity director, 
journalist trained at Ohio Slate Unived 
sit\. Bronson held newspaper jobs will 
the ( olumbus ( iii. ,n and ( olumbus Shu 


p \l 1 It ( o\lsl()( K 
\ K I PRI sll)l M FOR 
GOVI KSMI \ I \l I \IKs 

rapped i>'i hia present post in 1962 
he came to ihe NAB from .1 law pan 
nership in 1 lorida where he worked with 
slate officers in the judiciary and state 
legislature and helped shape ■ program 
ol judicial impprovemem in the stale 

( omstock also served ti>i m\ years 
in Washington foi the federal government 
where he was on the staff of the State 
Department's national security council. 

He earned an M \ degree from 
( olumbia University in 1951 , an II » 
from Oklahoma l Diversity m 1948 

Wll I I Wl ( \KI Isl I 

\ l( I PRI SIDIM I ok si \ I ION 

REI \ l Ions 

( .11 1 1 ■» 1 «.- promoted from "s mi 

managci ol station relations to his p 

enl post which created in 1961 

1 ii joined n mi m 1 95 1 and 
.is field representative until 1957 Before 
that, la- was broadcast sales manage) foi 
Kusi ( ii and was radio >i 
lot iii Western Advertising Prioi 

tn that, < .11 lisle associated with 
enl stations in New Hampshire WkHK 
\M 1 M, Manchester, W is\ \\i 1 \i 
Claremont, .mil w I si Hanovei 11 
served in program and production s.i 
pjcities .it these stations. 

IOHN \l 1 til kit 
\ l< I I'kl MIX M I ok PI III l« 
K f I \ I IONS N \H 
( OU 

named n 
In 1959 

the entire puMn. relation! 
was prot in 

h ut this \. 

Prioi t<i the N Mi be 
ington corre s p on dent 
and .is .1 wire sei ri< I 1 

worked foi foui 1 
inch 11 

ceived .1 h \ degree from m I 

versity in Mi 

Association off Broadcasters 

( H \kl I s \| s|o\| 

MAN \(,i k I ok RADIO, NAB 

COD! M I HOkll > 

stone brought to the n \h an exten- 
*ise background in radio sales anil ad- 
ninistration when be joined the associ 
ition m I960 

His broadcast careei began in i l,; 4 
nth wnn. Gadsden, Via., .is an an 
MNincer, an<.l two years later he joined 
pcksonville's WMHR .is program direc- 
or. writer, news editoi and announcer. 
He .ilso was named vice president fur 
V administration, anil responsibilities in- 
Ittded s.iles. program and pr omo ti on. In 
'•' s, » he joined Mason, Dow A Stone as 
inner in their ad agency 


Dlkl ( I ok Nl w 'i okk 01 FICE, 

NAB I \ ( 0D1 

Helffricfa is perhaps the n M( 1 
live with whom Madison Avenue its 
greatest liaison Since appointment to his 

present post m I960, he provided 

service and advice to agencies and -1 
snis who wish to create material in con- 
formity with the in code 

He is .1 veteran >'t 27 years with niu 
and from 1955 to his n \h appointment, 
he functioned as directoi >>t ( ontinuity 
Acceptance, the office that functions as 
arbitei >>t good taste foi Mil Prioi to 
that, he had been managei of the < on 
tinuity Acceptance office since 1 

|)Ol Ol \s \ \\t I I o 
GENERA] < 01 Ns| 1 n AB 

present position in 1961, he 
the NAB frori FO 

•n attorney m various l< 
\nelln served with the I 
an offkei from 1942 unt 
to that, he practiced law 
fron H ! with an I I 

I .ir \ n 
\ native of M 
a membei ol the I < < 

■ PONSOR Apnl 6, 1964 




Today's many worlds of music 
are the result of an opportunity provided 
by BMI for thousands of composers, 
writers and publishers to be heard, 
to be treated with dignity and respect, 
and to share impartially 
in the economic rewards 
of their talents. 



Delegate's suites: 
Who's where at NAB 

Following is an at-press-time list of hospitality suites 
and headquarters locations at the 1964 NAB Conven- 
tion in Chicago. All suite listings below are at the Con- 
rad Hilton Hotel unless otherwise noted. For location of 
delegates, syndicators, station representatives, equip- 
ment manufacturers, etc. not listed, consult NAB 
Registration Desk, or "Today At The Convention" 
booklet from NAB Public Relations Service. 


American Broadcasting Company, 

Radio Network 1806-04 

American Broadcasting Company, 

Television Network 2320-25 

Columbia Broadcasting System, 

Radio Network 2306 

Co'umbia Broadcasting System. 

Television Network 2305A-06A-1 I A 

Mutual Broadcasting System I606A-04A 

National Broadcasting Company 

Radio and TV Networks Sheraton Blackstone 


ABC Films, Inc 2319-16 

Adonis Radio Corporation 935 A 

Albion Optical Company 823A 

Alto Fonic Tape Service. Inc 2234A 

American Research Bureau, Inc., 

Division of C-E-I-R, Inc 605 

Ampcx Corporation 505A 

Automatic Tape Control. Inc 1724 

Avery-Kodel, Inc Sheraton Blackstone 

Bauer Electronics, Corporation 1119A 

John Blair & Company Sheraton Blackstone 

Broadcast Time Sales Executive House 

Buena Vista Distribution Company, Inc. 

Subsidiary of Walt Disney 1224 

CBS Films. Inc 2200 

CBS Laboratories Division I239A 

CBS Radio Spot Sales 12I8A 

Henry I. Christal Company, Inc 1306 



Advertising Age 1306A 

Advertising News of New York 

Bil'board 723 

Broadcast Engineering 1435A 

Broadcasting Magazine 706A 

Film Daily 

Media Scope 1106 

Printers Ink 

Radio Advertising Bureau 1206A 

Radio-Television Daily 906 

Sales Management 

Sponsor 2406 

Telefilm Magazine 

lelevision Age 1406 

Television Bureau of Advertising 1606 

lelevision Information Office 706 

Television Magazine 706 \ 

television Digest 

IV Guide 

Variety 806A 

Cleveland Electronics, Inc 734A 

Collins Radio Company 2506 

Commercial Recording Corporation 1500 

Conrac Division, Giannini Controls 

Corporation 8I9A 

Desilu Sales Pick Congress 

Dresser-Ideco Company 1035A 

Electronics, Missiles & Communications 

Inc I339A 

Embassy Pictures Continental 

Clates Radio Company 1119 

General Electric Company North Imperial Suite 

Gill-Perna, Inc Executive House 

Harrington, Righter & Parsons, Inc Sheraton Blackstone. 

George P. Hollingbery Company 1600 

Hal Holman Company 2422A 

Bernard Howard & Co Pick Congress 

ITA Electronics. Division of Triangle 

Publications, Inc 2339 

Katz Agency, Inc Executive House 

Keystone Broadcasting System. Inc KOft 

Kline Iron and Steel Company 723A 

Fee-Jeffreys, Inc 723 

LTV Continental Electronics Division .... 1624 

MaCarTa, Inc 2119 

Machtronics, Inc 1139 

Mark Century Corporation 9I8A 

Mars Broadcasting. Inc 700 

Jack Masla Park East 

MCA-TV, Ftd 2400 

McMartin Industries. Inc Essex Inn 

Medallion TV Enterprises. Inc I618A 

Meeker Company, Inc 1700 

Metro Radio Sales Sheraton-Chicago 

MGM-A Division of Metro-Goldwyn- 

Mayer. Inc I905A 

Charles Michelson. Inc 534A 

Mitchell Vinten. Inc 1135A 

A. C. Nielsen Company 605A 

North American Philips Company, 

Inc 823 

Pams Productions 1034A 

Pepper Sound Studio, Inc 700 

Peters, Griffin. Woodward Sheraton Blackstone 

Edward Petry & Company, Inc 1400 

Prestige Representative Organization .... 1206 

The Pulse. Inc 1800 

Radio Corporation of America South 

Imperial Suite 

RCA Recorded Program Services 500 

Rohn Systems, Inc 919 

Rust Corporation of America 1900 

Select Station Representatives Sheraton-Chicago 

SESAC, Inc 900 

The Softness Group Executive House 

Sparta Electronics Corporation 1119A 

Spot Time Sales Executive House 

Stainless, Inc 1506 

Standard Electronics Corporation 1239 

Standard Rate & Data Service. Inc 1706A 

Stone Representatives. Inc 800 

Storer Programs Executive House 

Sarkes Tarzian. Inc 1824 

relescreen Advertising, Inc 1319 

lelevision Affiliates Corporation 

(TAC) 834 \ 


April 6, 1964 / SPONSOR 




. E oklahomans & 

T*< BEING SERtf p 



Q nnel 5-Ok'° 






. . . from our new 1563-foot tower inside 
^ Oklahoma City. The signal from this new 
tower — one of the industry's tallest — 
blankets metro Oklahoma City and *57 
counties with ABC-TV programming. 

'Engineering estimate based 
on latest available ARB 



s;J ONSOR April 6 1964 

r J 

T : 





Great Titles:The Mongols, The Trojan War, Cartouche, 
Helen of Troy, Triumph of Robin Hood, Devil of Paris, 
Lion of St. Mark, Joseph And His Brethren and many 
others . . . 

Great Stars: Jack Palance, Anita Ekberg, Robert Morley, 
John Drew Barrymore, Jill Haworth, Gordon Scott, Lex 
Barker and many others . . . 

ADVENTURE awaits you in Chicago 

Hotel Continental-Embassy Suite 500-502-504 

See our exciting trailers, slides, bro- 
chures and surprise selling aids during the 
NAB convention. 
APRIL 5-6-7-8. 



Tlmt & L'fa Bids Rock»lfii 

' Ntw York 20 N«* Vorh JU<J»on 2 2100 


April 6, 1964 SPONSOI 


I bomaon I lectric ( ompany, Inc 1234 

I I iangle Radio l \ Division 
Richard II l Uman tsaociate* Iik 

United Preai International II22A 

\ in. mi. rorbel A Mst onnell Inc 
\ bual l lectronica t orporation 

Waltei Reade Sterling, Inc 

World Broadcasting System, Inc i 100 

\ i oung, Inc 1 100 


( onvention Managei Room I 

Everetl I Revercomb, Secretarj rreasurei 
c onvention Program Room -» 

Harold Niven, Assistant to the Executive Vice President 
I ngjneering ( onference Room l 

. i w Bartktt, Manage] 
( onvention I xbibita . I ast and Weal I nhibit Hallls 

Qeoi |e i I hmyou, I xbibit Director 

Edward I Gayou, tssistanl Exhibit Directoi 
Registration Desk ' owei I obbj 

William I Walker, Assistant rreasurei 
Convention News Room ; 

John M. Couric, Vice Presideni foi Public Relations 


I ucutive Vice Presideni Room -i 

\ incenl I ^ asilewski 
Radio . Room 2 

Sherril I aylor, \ ice President 
Station Services Room 2 

\\ ( arlisle, \ ice Presideni 
Sution Relations I ower I obbj 

Field Representatives lames McKingth 
Spencer Denison 
Charles Drew 

Paul R. I i\ 

Olive. W. Henn 
I mesl ( . Sanders 
Hamilton Woodle 
Broadcasl Managemenl Room 4 

David Doughty, tssistanl Managei 
Government Affairs Room 2 

Paul Comstock, Vice Presideni 
Legal Room 2 

Douglas A. Ancllo. Ocneral ( ounsel 
Reasearch Room 2 

Melvin \. Goldberg, Vice Presideni 
Code Authority Room 4 

Howard H Hell. Director 

Edward H, Branson, Managei fo television 

Charles M Stone, Managei foi Radio 


The following executives »iii .mend the i^m \ \h Convention m 
I • .is company representatives Most will he available t» meet 

|»ith .id men. broadcasters and oUtei couventJon visitors at ibcii compan) 

n\ •.uitcs 'sec lis' personnel below arc 

[in alphabetical order 
\IW R\l)IO 

\ kinson, Edward Bishoff. Richard Hr.ihm. Irvwn B' 
William Cochran, rheodore M i> J R 

s Maguin ney, J.i.k Mai Earl Mullin, Thomas 

I'Bncn. Robert K Pauley, Paul Pearson, Don Schloai s 

barren Somervflk v Sulzburgh, John \ i 


Ralph \% Hcaudin. Don H tiirian. Charles \ IKH 

I i I hit D Gibbs Bei G Hobennan, Harold I N tad I 

Bock. Waltei v Schwartz, I red /eilner 
\IU l\ 
Julius Barnathan, Alfred R Beckman, Michael P Botand Robert I 
|. i*. George Corrin, Douglas Craawr, John I Carry, Jam, 

II Erlick. David I EscbeJJbachet H Fettei D 

•ley, Michael J Foater, Joseph Giaqtuhto, Leooard H I Grant, James i 11 Herbert Harm. George H s 

ion Jacobs, Henn w Levinson, James Levy, I im, \\ 


S S 


i ■ ■ . 


• I 
(..»!< ■ I B 


Shaker, I d» ird \ I*. 

II ii m w I 

k. 1 
llohci man. R I M i ■ f O'l 

(. Kul.l, II I ItOO II Rule \ ' S .'"ish 

( us R \i>io 

im. rhoa 

Vlfred N Greet I II II 

Maulaby, Arthur (■ Peck, George I'r P 

Ober. I red Rue. 1 M, WUUaill I I 

S d, Davids M 

t Us R \|)|(» s| \IH)Ns 

ii ii 

Grant, Ralph Goshen Robert I Hyland i> mime Qum 
i ii Sb mo, Robert P. S D 

( Its- 1 \ 

linn I Hi Donald I n P 

Cowden, Michael II Dann Leonard DeNooyer. H 

bert) Richard I ■ il ■ . G I m 
James i Kane Nk imari n O'B 

I dward US Edward E. Seen I S. Steinl I 

Ward, David R Williams, Robet M 
Kl VSTON1 BROAD4 \si |\(. | 

( hnss Fahy, John Hartigan. I dv,.,rd R ' 5 


Richard M. Bn Herl 

P Hi i -lie I earned Joseph Ik Charles A 

Stephen I. Met tnlcl i ink Miller. R aymon d M Smith Harold M 

I ciS X /u/lilo 


Ii .J ( kdama, P II It I veph Ben 

llunh BevflJe, \nrhon, Cervmi, Charles i 

Doners s I s fclio» 

Julian Ooodman I Graham. 1 h -nan. Sheld 

Robert Hitchens, Sherman Hildret 

Johns.- M B R ismJre. William k K medy. 

Peter Kennej John Keys, Root I k losci k 

Knight, Malcolm I Sing, Robert I emotl I ieman. 

Hill Mi Vndreu font 

I) (onnell. Wilfred Prattler, rheodore Reinhard. Paul K 

Stephen Roonej William Ruben I • it d RnU>. 

K\ lander. Robert \k Sarnofl ! s • a s s nmcl. 

s. Marion Stephen S s UJvan, 

Dave Whet. Grant Tinker. William Travarthcn. ( 

th. Arthur Watson, Werner. II 

"> let 
s| MION HI I's 
. M kman. 

N ' 

Arthur J 1 I 

si-oi SALES 

1 I i nlcv 

Robert Sullivan 
Vl>\ tKllsiM. | imi S SALES INC. 

J Bell. Robert Brockn npbell. V* 

Davidson w It George H 

K ' ' roe H 1 ' i •■ v McM 

Murphy, John \ I npson 
\M RVlHO >\l I s 

Joho rVilmot I 


\i William H 
J Ki/i r, J. W. K ' . 

Sha»n McGreevy, Ai s s 

MORI ll\ss| I I a t (I 

\l M Becl s 

< II VKT I s l.l UN VKI) ( O. 

JOHN M MR I ( t» 

John B s W. i i. Jr. I 

John I und> . M S krt S 

III! KOI I l\(. I (i 

BROAD4 \s| l imi s vl I s 

It B S ele 

( lis K MHO si'til SALES 

f Its I \ \ MION \\ s\| 1 s 

It li M s 

Bill Miller. rtcll 

iPONSOR April 6, 1964 



Dan Bowen, Helen Gill. John J. 

Bernard Howard, Bernard 


Richard Charlton. Henry I. Christal. Mark bay, Philbin Flanagan. 
John Finley. John Fouts, Irwin Gross, Vance Harrison, Harry Simmons. 


Frank Boyle, Bill Burton. Joseph Cuff, Anthony Cultone, Don 
Dalton, Mike Disney, Robert E. Eastman. Bruce Houston. Richard 
Leader, Dale Stevens, Richard Walker.. 


Charles Kline, James H. Morrow, Arthur Sakelson. 


Walter Beadell, Marshall Black, 
I'erna, Jr. 


Peter T. Childs, Byington S. Colbig, John Dickinson, Frank Dough- 
erty, Arthur Elliot, Richard M. Gardner, Robert L. Gilbertson, John E. 
Harrington, Jr., Carter S. Knight, Lon E. Nelles, James O. Parson, Jr., 
Chris Rashbaum, Frank B. Rice, Volney Richter, Don K. Stewart, 
Edward R. Theobald. 


Phil Corper, Roy Edwards, Fred Hague, George Hemmerle, George 
P. Hollingbery, Richard Hunter, Warren Nelson. Robert Pierce, Edward 
Spencer, Harry Wise. 


Hal Holman. 


Robert Bell. Norman Berk, Jack Davis, 


James M. Alspaugh, John Buzby, Charles W. Ferguson, James Fox, 
Miss Avery Gibson, Frank M. Headley, Vernon Heeren, Rex Lathen, 
Bill McRae, Frank F. Pellegrin, Dwight S. Reed, Jack Shaver, Edward 
P. Shurick, Bernard Slavin, Grant Smith, Jack White. 


Charles Abbott, Alan Axtell, Martin Beck, Ollie Blackwell, C. C. 
"Bud" Bowlin, Edward Codel, Daniel Denenholz, Scott Donahue, James 
Grecnwald, Joseph Hogan, Robert Huth, William Joyce, Eugene Katz, 
M. S. Kellner, Roland King, Thomas Kniest, William Lee, Frank 
McCann, Michael. Membrado, Ted Moore, James Muse, Walter Nilson. 
Robert Rohde, Winslow Uebel, Thomas Winters. 


Clarke Brown, Gene Gray, Allan Klamer, Jack Masla, Bud Pearsc, 
Bob Wencel. 


Ed Argow, Theodore Chambon, Ralph Guild, Paul Lagasse, Pete 
Labruzzo, Robert Mahlman, Daren McGavren, Ray Watson. 


Robert Dudley, Jack Hardingham, Herb Hahn, Carl Jewett, Robert 
Meeker, Martin Mills, James Monroe, Don Palmer Harold Soderlund, 
Charles Standard. 


William Lauer, H. D. Neuwirth, Robert Williamson. 


Alfred T. Parenty, John Syas. 


Richard Close, Raymond Wilpott. 


Arthur W. Bagge, John M. Brigham, Kenneth L. Brown. William 
W. Bryan. John C. Butler, John T. Cameron, Sidney Carter, John A. 
Cory, James D. Devlin. Lloyd Griffin, Louis }. Hummel, Jr., Allen V. 
Hundley, John D. King. Lon A. King, Arnold K. Knippenburg, John 
K. Markey, John E. McGowan, Arthur E. Muth. James R. Parker. H. Pres- 
ton Peters, W. Donald Roberts. Jr.. Bill J. Sharton, Jones Scovern. 
James R. Sefert, Ray M. Stanfield, Robert E. Swanson. William J. 
Tynan, M. C. Via, Jr., William G. Walters. 


Gary Eckhard, John Griffin, Jack Liddy. 


Bill Cartwright, Sam Bell, Ben Holmes. Dick Hughes. Bruce Mayer. 
Lloyd McGovern, Martin Nierman, Ted Page, Edward Petry, Bob Schues- 
sler, Edward Voynow, Junius Zolp. 


Frank Browne, Jeff Parker, Paul H. Raymer, Robert Richmond. 


George Jeneson, Edwin Metcalfe, Donald Quinn. 


Robert Flanigan, Joseph Savalli, Kenneth Schefcr, Bill Wilson. 


Jack Hetherington, Tom Petree, Al Shepard, Irv Unger. 


John Cook, John Erickson, Carl Loucks, John Papas. 


Saul Frischling, Peggy Stone, Sy Thomas. 


Frank Barron, Julian Kanter, Jack Kelly, Bud Mertens. Stan Schloeder. 
Peter Storer. 


Benjamin Margolis, Robert M. McGredy, Marvin L. Shapiro, Lamont 
L. Thompson. 


Robert R. Allen, James V. McConnell, Howard Meyers. Steven Kin- 
toul, Dan Ruffo. Tray Tomberlin, Alan Torbet., Lloyd Venard. 


E. J. Fitzsimmons, William Moyer. 


Thomas M. Dolan, Richard L. Freeman. Clyde B. Melville, James 
F. O'Grady, David L. O'Shea, Earl W. Steil. R. John Stella. Robert J. 
Somerville, Adam Young. 


Harvey Barad, Clay Braun, Ralph Crutchfield. Jack Gross. Herb 
Kaufman, C. Kellner, Dick Lane, Phil Mazur, Al Petgen. Jim Rupp. 
J. W. Seiler, Bill Shafer, John Sovocool, Bill Sudbrook. Alain Tessier, 
John Thayer. 


Roy Anderson, George Blechta, John Churchill, Joe Matthews. Gene 
McClure, Bill Ryan, Nat, Rubin. Jim Shoemaker, Don Waterbury, Ben 
Wilson, Gene Woolpert, John Workmeister, Bill Wyatt. 


Sterling Beeson, Allan Klein, Dr. Sydney Roslow, George Sternberg. 

CHICAGO . . . 

Continued from page53 

its troubles. It is a burgeoning, 
crowded city of 4,000,000 of which 
one-fourth are non-whites deter- 
mined to pull themselves up by 
their socio - economic bootstraps. 
Average income in Metropolitan 
Chicago is more than 20% higher 
than the national average — but 
the slum areas of Chicago (those 
not bulldozed into rubble to be re- 
placed with new projects) are far 
from an attractive sight. 

Chicago frequently exhibits a 
sort o\ cultural inferiority complex 
before visitors from New York, San 
Francisco, Boston, Paris, London 


and Rome. But visitors to Chicago 
who take time out from convention 
rounds will find that its music, 
from the Chicago Symphony con- 
certs to the jazz units at the 
Playboy Club, often ranks with the 
best, and that its worlds of art and 
education, science and civic plan- 
ning are internationally, and right- 
ly, famous. 

Chicago's more informal tourist 
attractions and restaurants are many 
and varied. There are. of course, 
places such as the Stock Yard Inn 
where the specialty of the house is 
the kind of sirloins broadcast ad- 
men order in other U.S. cities and 
seldom receive, and elegant, expen- 
sive places like the Pump Room. 
I here are many other notable eat- 
eries serving Chinese. German, Hun- 

garian, Polynesian, Italian and 
French food, or even lo.x and bag- 
els. Nightlife ranges from legit com- 
panies playing extended road en- 
gagements to homegrown satirical 
revues, with clubs offering every- 
thing from folksinging to old-time 
jazz to powder-puff-tailed Bunnies. 
Chicago does many things with 
a style of its own. a mixture of 
brashness, enterprise, aggressiveness 
and corn. One example: the city's 
$2-million fire department training 
school is located on West De Kovel 
Street — on the exact site where 
once stood the O'Leary barn in 
which the Great Fire started. An- 
other: "Marina City" (sec photo). 
a $35 million skyscraper luxury 
housing project built by, of all 
tilings, a janitor's union. 

April 6, 1964 / SPONSOR 

this symbol is heard around the world 

The corporate mark of Morton J. Wagner Companies, Inc. 
is the new symbol of experienced sen ic< I 
casters. It represents the industry's largest combii 
established and diversified organizat ilizing in the 

creation, production and marketing of broadcast I 
programs, programing aids, commercials and custom- 
created corporate images in sound. For over a de< 
company, has been recognized as th< etto tand- 

ard-maker in the field. Among the more than : 
casters programing our product throughout the world are 
these recent additions VVJBK (Del WBZ (B 

WFIL (Philadelphia); KXA (Seattle) ; u VON (C 
WDSU (Nev Orleans) and WIFE (Indianapolis). Wi 
proud to be in such company. 


■ ■ •• . 1 1 


5420 Melrose Avenue. Hollywood. California 90038. T( -5027 

New York • Dallas • Toronto • Sydney 

SPONSOR April 6 1964 



EXHIBITORS at the NAB Convention 


Los Angeles 28, California 

Benjamin Berg, Vice President. Albion Optical Co. 
Gordon Cook. Chief of Lens Development. Rank Taylor 

C. N. Green, Optical Sales Manager, Rank Taylor Hobson 
John Barr, Development Engineer, Servo Systems, Rank 
Taylor Hobson 

H. Leeming, Joint Managing Director, Rank Taylor Hob- 

Sole importers and distributors of Rank Taylor Hobson 
lenses for motion pictures and television in U.S. and 
Canada, including Varotal Zoom Lenses, Ortal fixed focal 
length lenses, both for Television, I.O. Cameras, and 
Vidital Fixed focal length lenses for Vidicon cameras. 


Boston, Massachusetts 021 10 

Harold H. Leach 

Fred Abel 

Television Broadcast Antennas 

FM Broadcast Antennas 


Coaxial Switches 

Vestigial Sideband Filters 

RF Measuring Instruments 


Anaheim, California 
A. C. Davis 
W. H. Hazlett 
D. B. Davis 
H. S. Morris 
W. H. Johnson 

Speech Input Equipment, preamplifiers, line amplifiers, 
booster amplifiers, monitor amplifiers, compressors, audio 
power amplifiers, microphone, loudspeakers and loud- 
speaker systems, equalizers, audio controls, attenuators. 



Hollywood 28, California 

D. Alan Clark, President 

Hugh Heller. Representative 

Dave Williams, Representative 

Program Service for Main Channel and SCA 


Redwood City, California 
( (mis Grant, Vice President — Operations 
Charles Ginsburg, Vice President — Advanced Developmenl 

Thomas E. Davis, Manager — Marketing Division 
Paul Byrne. Manager — Distribution Planning 
Thomas Merson, Video Products Area Manager 
Donald Kleffman, Manager — Video Products 
Charles F. Swisher, Product Manager — Television Systems 
Gregg Perry, Director — Public Relations 
Jackson V. Miller, Promotion Manager — Advertising Sales 

Robert Day, Broadcast Specialist 

Thomas W. Washburn. Shows & Exhibit Manager — Ad- 
vertising/Sales Promotion 

Thomas Harleman, Midwest Regional Manager 
Len Hase, District Manager, Elmhurst. Illinois 

Ampex Videotape Television Recorders for both Mono- 
chrome and color broadcast recording. 
Ampex portable Videotape Television Recorders for broad- 
cast and closed circuit applications. 

Ampex/Marconi Television Equipment: 4V4" Image 
Orthicon Cameras, monochrome and color vidicon cam- 
eras, video switching equipment, terminal equipment. 
Ampex Professional Audio Recorders in both studio and 
portable models. 
* TM Ampex Corporation 


Chicago, Illinois 

John Gyurko Henry F. Miller 

Douglas Proctor Robert P. Lamons 

C. Robert Lane Edward J. Dwyer 

Robert C. Bickel Dr. Victor J. Andrew 


HELIAX, Flexible Air Dielectric Cables 
Rigid transmission lines 
Coaxial switches 
Telescoping masts 
Microwave Antennas 


New York, New York 

Victor James, Vice President 

Lou Polonec. Recional Manager 

Arriflex-16 and Arriflex-16M cameras and accessories 

Arriflex-35 camera and accessories 

Siemens 2000 16/16 Double System Sound Projector 


Bloomington, Illinois 
Vernon A. Noltc Jack Jenkins 

Robert S. Johnson Vincent Meyer 

E. N. Franklin. Jr. Ro\ [snogle 

led Bailej T. R. Ives 


New Criterion Series ATC cartridge playback and record' 
ing units. New improved ATC-55 Multiple Cartridge 
Handler and complete automatic programming featuring 
Automatic Tape Control's unique "Systems Programmer" 
and associated ultra-flexible automation components, in- 
cluding FCC approved Automatic Program 1 ogging. ATC 
Sound Salesman line of portable cartridge players for audi- 
tion use. 


April 6, 1964 / SPONSOR 

Can you think of a better way 

to become a big chief Pontiac dealer? 

In 19b8. Phil f oi •- lealer in '■' 66. In 

1959. he started using WTMJ TV has devoted 96% of his n. 

budget to WTMJ TV ever since. Today, Phil Tolkan is the largest Pontiac 
dealer is Wisconsin . . . one of the top 30 of 3300 in the nation. 

... or to sell lawn products? 

Just a few spots during a WTMJ TV telecast of a Milwaukee Braves 
jbaseball game. That's all it took to seed the Milwaukee market for 
LIFE grass fertilizer and GUARD crabgrass killer. Sales soon soared 
for dealers of these two LAWNHOUSE products. 





...or to turn 75.000 goblins loose? 

With two spots — just two — on a WTMJ TV news show. Standard 
Oil offered free Halloween masks. The goblins descended on the 
Standard stations in droves. Seventy five thousand masks were handed 
out . . and Standard estimates that twice as many could have 
been given away if the supply had lasted. 

.. .or to sell Christmas tree lights at $100 each? 

Each year WTMJTV promotes a fund-raising campaign in Milwaukee on behalf 
of the Salvation Army's Christmas Cheer program. For each $100 contributed. 
a bulb is lighted on a giant Christmas tree in downtown Milwaukee. Last holiday 
season. Milwaukeeans set the tree aglow with more than $47,000 

...or to get so many 

people excited about afghans? 

An afghanmaking demonstration was presented on WTMJ TV s 
"Today for Women" show. Just a one time feature . . but 1.163 
people sent in for directions on how to make an afghan 

The audience response highlighted in these success stories is typical of 
the influence WTMJTV has on Milwaukee. Write m for complete details. See 
for yourself! Put your sales message on WTMJTV still the number 

one station in Milwaukee for both viewers and advertisers. 




NBC m Milwaukee 

Represented by HARRINGTON. RIGHTER & PARSONS - New York 
Chicago • San Francisco • Atlanta • 8oston • St Louis • Los Angeles 

»)NSOR April 6 1964 




Boulder, Colorado 

Jack R. Rickel 

Ron Jansen 

George Baker 

Bill Endres 

Advanced video systems, including inexpensive special 

ef feels equipment. 


San Carlos, California 

Fritz Bauer Charlie Sprague 

Paul Gregg Bob Zellmer 

Chet Carr Robert Marks 

John Brooks Chester Faison 

Jess Swicegood Gordon Keyworth 

Glenn Webster 

50 watt, 1,000/250 watt. 5,000/1,000 watt and 10,000 
watt AM transmitters. 1,000 watt, 5,000 watt, 3,000 watt 
FM transmitters. "Surrounding Sound" special effects 
equipment. Remote control equipment. 




Boston 25, Massachusetts 
Alden C. Davis, Vice President (International) 
Hubert Goodwin, Product Manager (Broadcast Cable 

Jack E. Ferrer, Manager, Western Sales 
Edward G. McCusker, Sales Engineer 

Television Camera and Microwave Control Cables featur- 
ing a choice of Teflon or Polyethylene Coaxials and Neo- 
prene or Plastic Jackets, Demountable Connectors, and 
other Broadcast Cables supplied either in bulk or in 
specific terminated lengths, Monochrome or Color, for 
Marconi, E.M.I., R.C.A., General Electric, Philips, Pye, 
and Dage Equipment. 


(Division of Addressograph 
Multigraph Corporation) 
Mount Prospect, Illinois 
Garwin R. Dawley 
Gene Bonk 
Don Sanders 
Bill Rassmussen 

Copytran Model 2000 electrostatic copier 

Copy flex Diazo copiers for office and engineering copying 


Stamford, Connecticut 

Alec Autote 
I redei ick J. Cudlipp 
Arthur Kaisei 
Marvin Kronenberg 

Transistorized Peak Controller 
max automatic level controls; 
tribution Amplifiers 



( arolj n \k( ormick 
Emil I . Torick 
Paul Welcome 

lor audio limiting: Audi- 
Transistorized Video Dis- 

[Yansistorized Video Pulse Ampli- 
rransistorized Video (lamp Amplifiers: Transistor- 
Video Sync Separating Amplifiers: Transistorized 



Video Sync Adding Amplifiers; SMPTE Test Generators; 

Digital Display Devices for election return reporting and 
other statistical reporting (stock market, weather, etc.); 
Broadcast. Industrial and Hi Fi Te,st Records for testing 
all audio equipment — AM, FM & MX — including ballistic 
calibration of VU meters. 


Yeadon, Penna. 

Mr. Bernard Wise, President 

Mr. Juan C. Chiabrando, Director of Engineering 

Mr. Leonard G. West, Chief Engineer 

AM and FM Broadcast Transmitters. Remote Control. 

AM Mnoitors, AGC Amplifiers, Limiters, Multiplex and 

Stereo Equipment. 


New York, New York 
Edward F. Kook, President 

R. G. Williams. Vice President & General Sales Manager 
George Gill, Vice President. TV Lighting 
Lou Erhardt. Vice President, West Coast Branch Manager 
Fred Wolff, Vice President. Chief Engineer 
George Smedberg. Representative. California North 
Fred Vorlander. Representative, New England 
Paul Kyack. Representative. Pennsylvania East, N.J. South 
Richard Murdoch. Representative. D. C. Maryland 
Farl Koehler. Representative. Illinois. Indiana. Wisconsin 
Dinty Donelson. Representative. Iowa, Nebraska 

The most comprehensive selection of TV studio lighting 
instruments, accessories, mounting equipment, wiring de- 
vices and lighting control centers. 
Microphone boom 
Port-O-Vox wireless microphone 
OCR Controlled Rectifier Dimmer Centers 
Mobilrail and Flexistrut 



Broomall, Pa. 

Arthur Freilich. V.P. 

Saul Meyer, V.P. 

Bill Nobles 

Ken Gregerson 

Butler Sanchez 

Slop System for TV automation at low cost. Performs gffl 

lion break panic-period switching automatically. Chrono- 

log Digital clocks. 



Cleveland 3, Ohio 
Mi. P. I. George, President 
Mr. R. (. Salisbury, Treasurer 

Mr. D. G. Harris.' V.P. Sales 

Mr. S. Z. Steven. Director. Deflection Components 
Mr Wm. Knife. Chief Engineei 
Mr. D, I . Martin. Sales Mgr. 
Mr. R. J. Tanc/os. Sales Mgr. 

Mr. W. C. Brouilette (Brouillette), Sales Representative i 
Mr. R. Simon. Sales Representative 
Mr. R. C. I ind. Engineer 
Mr. I. C. Rifle. Engineer 
Mi i .11. Helsel, Engineer 
Mr m. I. Robboy, Supervisor Production 
PRODI ( is 

Deflection Components for i\ < ameras 

Vidicon and Image Orlhicon 

April 6, 1964 / SPONS0 

Dallas, Texas 
Gene Randolph, lerrell Henry, lim I ittlejohn, l in I 
( harles Wallers, lim Speck, lohn Stanbery, k.o I 
m. hi Dubbiih. \ Prose Walker, ( K Rollert, I* \ 
Hite, Ken Blake, lav < rum, lohn Haerle, Shan Murchison 
iluii Sharpe, Phil Wharton, II Olson, Paul Hertel 
PRODU( is 

830N i\ 20 ku I \i rransmitter, A830-2 I \i Exciter, 
s(,\i i i \i Stereo Generator, 9001 Stereo Monitor, 
20\ I \\i rransmitter, 212G i Console, B08A i Remote 
Console, 2I2H-1 Remote Amplifier, 642A 2161 rape 
( artridge System, Microwave ST1 

Columbus 15, Ohio 

I | i 

( i.i I ilifoi 111. I 

Dan Byrd 

I Rogei Hayden 

S. E. Wil 
PRODI < is 

rowers l \ i M Micro- V 

I I ( onslruction Inspection 

Burbank, California 
Herbert \ Hollander, Directoi of Sales 
Hill G leaves, Factor) Representative 
PRODI ( is 

\cu ( oloi 1 1. in Quartz Kings I ighting Systems and I lee 
ironic c ontrols foi siiuiu>. School, In Plant, Space l ab 
oratory, Medical Application, location area use and cus 
torn engineering services available foi specific needs 


(Giannini Controls Corporation) 
Glendora, California 
w I Moreland, General Manager 
K. M. Alston, Operations Manager 
i ( , lones, ( hief I ngineei 
R N. Vendeland, Sales Managei 
\ Slater, Distt id Managei 
R. I ietze, Engineer 
R Parks, I ngmeer 
l ( Mom, l ngineei 
P Wickham, Engineeei 
William I ms, I ngineei 
Rom ( is 

NEW enure line of performance stabilized professional 
monitors, rhese combination solid state and tube mom 

tors are S". 14". and 17" si/es (cabinet and reck) 

New color monitors standard monochrome utility moni 
tors, professional monitors, pulse-cross monitors, audio- 
video receivers, large screen audience monitors 

Dallas, Texas 
|tEP RESENT ATIVES \l I I \ni\(, < <>\\ I M l<>\ 
l O. Weldon I rnest Ankele 

Mark \\ Bullock John I letcher 

Thomas |{ Moselej loe Sainton 

Vernon Collins Bill Sine) 

lames H Hamilton GeOTge kiutilek 

William l Waldrup Don w ( lark 

i ( Nickens w n Mitchell 

fRODl ( is 

\\l Broadcast transmitters and PRO-LOG V tomatic 
Programming and I ogging System 



Columbus, Indiana 

w s Gripman <■ w Paine 

R » Soni \ R Hill 

J. W Fritz 
tODI ( Is 

Stand b) Generatoi v 


San Diego, California 

l ( i c ii .num. in. President 

( )m.ii I I allue. \ ice President 

George w Bates Manufacturing Man... 

loseph ( i Petit, ( hiel 1 ngineer 

Dwain \ Keller, Applications Engincci 

lolm Narrace Assl < hiel Engineei 

\i I) Bingham, rransmittei Engineei 
PRODI ( is 

Broadcast television transmitters, \HI. specifically dc 

signed foi smallei stations ( losed-circuil television trans 

milters foi cable networks rransislorized stabilizing amp 

Miieis. clampers, and pulse .uu\ video distribution ampli 

fiers. \edio switching systems 

Commercial Products Division 
P. O. Box 3789 
Orlando, Florida 
I \l Allison 
( Linton I ( roree 
I'Roni < is 

Multiplex receivers, Audio amplifii 

(Successor to EMI US) 
Los Angeles 28, California 
k H Booth II McKcon 

\l l Bison P u 

P Audet l Baker 

K Sinker 
PRODI < is 

4VS" l<) ,\. Vidicon television camera chains (remote 

control, i 

Broadcast < ontrol Room | quipmenl s le vcrti 

interval switching, mixing and distribution 
transistorized audio mixing, tape nd inters 

mimical ion equipment, and i rsM 


Mount Vernon. New York 

iv m w s i lair 
Mi R 

Mi Henr) Shapiro 

Mi Gan )i>hnM>n 
Mi H i McKenzie 
I'koiH < is 

\ HI ..nd I HI I 
I HI I r 

*ONSOR April 6. 1964 


2500 Me ETV Equipment 
( \ I V Equipment & Service 
Cable Distribution Equipment 


Long Island City 1, New York 

D. Plunkett 

G. Alexandrovich 

K. Mercer 

Audio Control Equipment — Limiters, Compressors, Conax, 


Consoles for Broadcast and Recording 


Milford, Connecticut 
Edward B. Krause, President 
John Koteas. Sales Manager 
John Grady, Sales Rep. 

Filmline Model ND-100 16 mm. negative/positive portable 
automatic continuous film processor. 



Ft. Worth, Texas 

T. W. Moore McGee Moore 

B. Moore 

AM — FM — Television Towers 




San Diego, California 

H. P. Field, President 

R. H. Akin, Vice President of Engineering 

Spot Brightness Meters 

Euminance Standards 

Kinescope Recording Eight Meter 


Quincy, Illinois 
P. S. Ciates. President 
E. J. Cervone. V.P. Sales 
N. L. Jochem, V.P. Engineering 
Frank Parrish, Advertising Mgr. 
Eugene Edwards, Broadcast Sales 
Ed Gagnon. Manager. Product Marketing 
George Yazell, Manager, Customer Services 
Earry Pfister. Product Manager 
Franz Cherny, Boadcasl Sales Specialist 
James Barry, Director of Credit 

( omplete line of AM-FM broadcast transmitters includ- 
ing: FM-10G, new I0KW EM, FM-5G, new KW FM, 
I \1 III new I KW EM. SS-1000 new KW AM trans- 
milter. Executive Stereo Console, Presidenl Dual 
Channel Console, Ambassador Single Channel Console, 
Cartritape II cartridge tape system (operating). Turn- 
tables. Transistor Amplifiers. Remote Amplifiers. Remote 
Control Systems, Frequency ami Modulation Monitors, 
Limiting and level Amplifiers. Complete Stereo Fquip- 
ment. Antennas and other broadcast equipment. Com- 
plete display of transistorized audio equipment including 

l xecutive Stereo ( onsole, Diplomat Dual Channel. Presi- 
dent Dual Channel Console, Ambassador Console, Pro- 
ducer, new Production (onsoic. Cartritape II Cartridge 

I ape Recording Equipment, Stereo Monitor Adaptor. 


(Command Systems Division, 
Visual Communications Products) 

Syracuse, N.Y. 

Francis K. McCune, Vice President, Engineering, General 

Electric Company 
George L. Irvine, Regional Vice President, Central Region, 
General Electric Co. 
A. F. Maynard, Manager 
H. E. Smith, Manager— Marketing 

F. J. Bias, Manager — Engineering 

G. H. Metcalf, Manager — Manufacturing 
John Wall, Manager — Broadcast sales 

L. M. Storey, Jr., Manager — Educational and Industrial 

J. W. Stonig, Manager — Export Sales 
M. R. Duncan, Manager — Service Engineering 
J. L. MacNair, Manager — Advertising & Sales Promotion 
C. J. Simon, Manager — Product Planning and Market 

J. T. Tillman, Jr., Manager — Transmitter Engineering 
R. E. Putnam, Manager — Audio-Video Engineering 
F. J. Robinsons, Legal Counsel 
V. R. Wiebusch, Manager — Credits & Collections 


A. C. Angus, R. N. Blair, P. A. Bock, J. S. Collins, H. M. 
Crosby, F. M. Eames, R. E. Fisk, G W. Freeborn, C. F. 
Ganter, W. F. Goetter, S. R. Gordon, A. Gula, N. J. 
Hudak. J. D. Kearney, C. I. Kring, W. R. MacNeilly, 
V. P. Marlin, H. H. Martin, J. H. Painter, R. D. Peter- 
son, H. L. Rabinowitz, B. P. Ransom, P. E. Reilly, H. W. 
Morse, K. J. Richane, G. R. Rode, F. A. Sachs. W. L. 
Shepard, C. G. Stiefvater, R. W. Taylor, R. A. Thomp- 
son, G. S. Tillman, H. S. Walker, L. R. Zellmer 

E. J. Gareau, J. Watson, J. D. Pugsley 

S. M. Ross, G. H. Stratton, M. M. Haertig 

Flavio Gonzalez 


50 KWUHF Transmitter. 1/5 KW VHF Low Channel 
Transmitter, Helical Antenna, Zig-Zag Antenna. Antenna 
Test Facilities, I.O. Color Live Camera, New 3" 1.0. 
B&W Camera, New 4'/2" I.O. B&W Camera, Remote- 
Controlled Transistorized Studio Vidicon Camera, Tran- < 
sistorized Vidicon Live Camera, New Transistorized B&W 
Film Camera, 4-V Transistorized Color Film Camera, 
Continuous Motion Film Projector. B&W and Color, 
Film Center Multiplexers, Complete Line TV Utility 
Monitors, B&W Calibration Monitor. Transistorized S\nc 
Generator, Transistorized Stereo Monaural Audio Con-, 
soles, Complete Line, Transistorized Audio Equipment. 
Educational TV Operating Center 



New York, N.Y. 

Stephen E. Temmcr, President 
Hugh S. Allen. Jr.. Director. 
Sales and Eneineerine Applications 

Exclusive U.S. representatives of NEUMANN and I \IT. 
both West Germany. Products include: NEUMANN eon- 
denser microphones, mono & stereo: KMT Vid-E-Dil fl 
electronic video tape editor: 140 steel plate reverberation 
unit for AM and FM Stereo: EM T-Studer C-37 master 
tape recorder. 

Evanston, III. 
R. Gunwald, President 
R. Wallace. Vice President 
H. Bowen. Vice President 
S. Caldwell. Central Sales Manage) 
G. Casanave, Eastern Sales Manager 

R. Short. Western Sales Manager 



April 6, 1964 / SPONSOf 

fr E-h-h-h, What's up, Doc?" 

One hundred of the most lavishly produced cartoons ever created by 
Warner Bros, for theatrical distribution axe now available to television 
stations. These fully-animated post -'17 productions have never traveled 
the rabbit-cars of a TV set before. They star Bugfl Bunny, Daffy Duck. 
Elmer Fudd. Foghorn Leghorn. Road Runner, Speedy (ion/ales and 
other world-renowned Warner Bros, personalities. Running 6 to 6 1 ? min- 
utes each, these 100 new-to-television cartoons are available in black- 
and-white or color — for Fall start. An-n-n-d ... that's uhat's up. Hi. 

Warner Bros. Cartoons -Series '64 

[^WARNER BROS. TELEVISION DIVISION 666 Fifth Avenue, New York 19, NY., Circle 6 100C 

I SPONSOR April 6 1964 


I . Beilin, Regional Sales Manager 
R. Samojla, Controller 
V. Svaigzne, Chief Engineer 
J. Mason. Sales 
N. Bertoia, Sales 
K. Sam hers. Sales 

Automatic Film Inspection & Editing Machines, Film 
Handling, Cleaning & Storage Equipment, Automatic 
Projection Equipment, Film Scratch Detector 

1M antennas with digital tuning designed specifically foi 

IM Stereo and multiplexing. Catalogs and Published Price 
I ims. EM harmonic filters capable of high attenuation up 
to I Oth Harmonic in accordance with FCC specs. Co-Axial 
Switches, l-Vs" and 3V6" sizes. 

VHF and UHE Omnidirectional Antennas. Batwing and 
Wideband V for VHP Channels 2-13. Slot Antennas for 
UHF. Catalogs and Published Price Lists. VHP Hybrid 
Diplexers, VHP Notch Diplexcrs as well as co-axial 
switches in l%" and 3V»" sizes. 



Milwaukee, Wisconsin 
J. M. Frank, Vice President, Sales 
Bill Biega, Engineering Manager 
Bill Feldkircher, Engineered Products Manager 
Dick Dance, Specialty Products Manager 
Dick Meyer, Manager, Planning & Administration 
Rick Cornelia, Power Product Manager 
Dan Bocklund, Asst. to Engineered Products Manager 

Acuvolt Static Line Voltage Regulator, Dry & Oil Filled 
Transformers. A.C. and D.C. Power Supplies, Constant 
Current and Constant Voltage Regulators. 


Chicago 6, III. 

J. H. Bouwmeester M. Conti 

I. A. Dickey J. Shames 

G. Smith . J. Goldfeld 

J. Welsh 


UNICON. a new concept in TV program automation 
systems utilizing a high speed magnetic core memory 
which permits program changes right up to air time. The 
systems have been designed so that they are truly uni- 
versal controllers, being adaptable to a variety of control 
room set ups 


Bellingham, Washington 
Lee Facto, Vice President — Station Relations 
Rogan Jones. Jr.. Vice President — Sales 
Dan Coulthurst, Director of Engineering 
Irv. Law. West (Oast Representative 
Edwin Phelps. Mid-West Representative 

IGM Series 300 simplimation Control Unit, IGM Pro- 
gram Logger — Model STR-1, Music: Sovereign, Premier, 
Stereo Soundstation, Doug Pledger 


Nashville 4, Tennessee 

Raymond L. Weiland 
Sondra Darlene Ewing 

Model TDA2 Transistorized Video Pulse Distribution 
Amplifier. Model TCA3 Transistorized Camera Amplifier, 
Model TDA26 Transistorized High Gain Video Amplifier, 
Model VS22-10 Video Crossbar Switcher, Model TDA5 
Balanced/Unbalanced Video/Pulse Amplifier, Model 
TSAI Clamping/Equalizer Video Amplifier 



Sacramento, California 

Peter Onnigian, General Manager 

1 arrj Seese, Field Service Manager 

Dual Polarized IM antennas; Conventional!) polarized 


Long Island City, N.Y 

Herbert R. Moore, V.P. & Mgr., Television Dept. 
Robert Bullock 
James Byrne 
Alwin Lassiter 


Kliegl Bros. Manufactures a complete line of TV lighting 
fixtures, accessories, wiring devices and lighting selection 
and control equipment for monochrome and color tele- 
casting. The new and revolutionary SCR semi-conductor 
dimmer using the silicon controlled rectifier will he fea- 
tured, along with new quartz line lighting fixtures. Assis- 
tance in the planning of lighting and associated facilities 
is available. 


Ampex, Dage Television, Gates Radio. General Electric 
Co., General Precision Labs, EMI, RCA, RCA Inter- 
national, Sarkes-Tarzian, Visual Electronics 


1017 New Jersey Avenue, S.E 
Washington 3, D.C. 

Charles F. Riley. Vice President. Engineering 
Joseph W. Durand. Director. Programs and Production 


Color Tape to Film Transfer — 16 or 35 mm. Color Video 
Tape Duplications. Complete Video (Dior Production 
Facilities. Mobile Television Service — Color or Black and 


West Des Moines, Iowa 
G. D. Andrews. President Edison Moulic 

Gren Andrews W. E. Moulic 

Del Blomstrom John Burmeistcr 

Victor Blacketer Carl Martin 

Carroll Rouce Jon Housour 


Automatic Magnetic Tape ( artridge Recording and Play] 

back Equipment 
Automatic Tape Magazine Reconditioning and Reloading 


185 Evelyn Avenue 
Mountain View, California 


(Magnetic Products Division) 

St. Paul 19, Minnesota 
W H. Madden T. I. McNultv 

F. J. Watson R. J. I erderer 

F. T. J. Madden C. L. \lden 

P. B. Van Deventei D. T. Windahl 

D. E. Rushin J. P. Deasej 



April 6, 1964 SPONSOR! 


New for 1964-65.. 

Here's the program that offers just about every- 
thing — 77 Sunset Strip. Bristling action. Breath- 
taking suspense. Bright romance. Bustling 

humor. Bouncy music. And best of all . . . bulging 
network ratings. Over the first four of six sea- 
sons 7? Sunset Strip ran on the network. Warner 
Bros, produced 149 hour-long episodes. These, 
the highest rated episodes in the series, are now 
available for the first time on an individual 
market basis. 

Averages 40% Share of Audience 
During the first four seasons on the network. 
?? Sunset Strip averaged a whopping 24.6 rat- 
ing, good for a 40 r ; share of audience.* These 
are the seasons when the dashing team of Bailey 
and Spencer set the standards for future private 

investigator series. When "Kookie," th< 

talking parking lot attendant made hair-comb- 
ing a teen-age must. When the up-beat theme 
music of ■■ Sunset Strip caught the fancy of 
millions of television viewers — and even | 


Stars Zimbalist, Smith and Byrnes 
Starring Kfrem Zimbalist, Jr., 

Roger Smith as Jeff Si and Edward 

Byn "Rookie," 

tares Louis Quinn as Roscoe, the h< bag 

.'. ith a nose for news, and Jacquel 
Beer ai Suzanne, the pn 
name guest stars, tool Ask about W. 
new Mondav-to-Fridav program concept — "The 
Sunset Strip." 

WARNER BROS. TELEVISION DIVISION 666 Fifth Avenue, New York 19, NY, Circle 6-1000 



According to three recent surveys, SPONSOR is leading the field by plenty. The latest sh< 
SPONSOR ahead of the second book in agency regular readership by 37% and 81% aheac 
the third. Among advertisers we're 70% ahead of the second and 103% ahead of the third. 

Why this outstanding leadership? Because SPONSOR is edited 100% for the benefit of brc 
cast-minded agency and advertiser personnel — timebuyers, other media personnel, account 
ecutives, plans board members, research people, ad managers and others concerned with buj 
television and radio time and programs. 

555 Fifth Avenue 


New York 10017 


212 MUrrayhill 7 -A 

April 6, 1964 / SPONsI 



for High-Power 


99 hours and 39 half-hours of big TV entertainment . . . 

big ratings! This outstanding network series 

which Newsweek called "the best and most stylish show 

on American television" continues to win new 

laurels in syndication. More than 60 

stations have already licensed 

Naked City... and 70% of 

them art programming it in prime 

time against top network 

competition. Here are just a few 

recent ARB ratines resui: 

KU -16 

WBR2. Baton Rouge 24 

KOB TV, Albuquerque — 25 

WWL TV. New 0rleans-23 

WTVR. Richmond- 1 4 

WBTV. Charlotte- 16 

KDALTV, Dulut 


Looking for Action? 

exclusively by 


■ 1 

1 ." 

i 1 

,: J 

A m .1 

5 ~~*i 

W r kw 

f i 



"SCOTCH" Brand video tape, sound recording tapes, and 
related items 

Film magazine capacity is 1,200', black and white or color. 
Gemini incorporates an automatic cueing system which 
streamlines the editing and printing processes. 


Englewood, N.J. 

Wally Oliver 
Ken Meyers 
Bill Shuppert 


Communications Test Equipment Including: TV Trans- 
mitter Side Band Analyzer; 30Mc Television Measuring 
Oscilloscope; Transistorized Video & Audio Generator; 
Noise Loading and Transmission Test Sets; Video Sweep 


Los Angeles, Calif. 

Sidney B. McCollum — Commercial Products Sales Sup. 
Mel Lieberman — Commercial Products Sales Engineer 

The Mincom Dropout Compensator, which eliminates 
the effect of signal dropouts in video tape playback, by 
substituting information from the previous line stored 
in a 63.5 microsecond delay line; is self-contained in 
5 l A" of rack space, and compatible with both color and 


Cleburne, Texas 

George W. Marti 
Jo C. Marti 
Robert E. Richards 


450 MC Microwave Equipment for use as Aural Broad 
cast Studio — Transmitter Links and Intercity Relay, in- 
eluding Sub-Channel Exciters and Mixer and Receivers 
for Multi-Channel Application, Remote Pick-up Equip- 
ment Including Transmitter and Receiver and Accessories, 
for operation in the 150-170 MC Range 




Cockeysville, Maryland 
Mr. Erederick J. Beste, Jr., President 
Mr. William F. Jacob. Jr., Director of Engineering 
Mr. Donald B. Schafer, Sales Engineer 

EIA Synchronizing Generators, Monitors, Image Orthicon 
Cameras, Low lisiht level and field use, Vidicon Cameras 


Omaha, Nebraska 
Ray B. McMartin. President 
Leonard E. Hedlund. Chief Engineer 
Ray M. Unrath. Marketing Manager 
Charles King. Engineer 
Gary Heimsoth, Engineer 

Frequency Monitors. Modulation Monitors, SCA-Multi- 
plex Monitors, FM Stereo Re-broadcast Receivers. RE 
Amplifiers, FM Multiplex Receivers (tubed and transistor- 
ized). SIT. Receivers. Fixed Frequency FM Receivers, 
Audio Amplifiers — transistorized. Storecast Selective Pro- 



New York, N.Y. 


George K. Gould, President, M-G-M Felestudios, Inc. 

Stanle) I. Parnas, General Mgr., Special Products Div. 

Warren R. Smith, Director of [*echnical Development 



Gemini is a video tape/film system which produces a 
simultaneous direct 16mm film during video tape produc- 
tion, I Ins device uses a 16mm camera unit mounted and 
mechanically and opticall) coupled to the television 
camera. I he film quality equals that produced bj anj high 
quality 16mm camera and lens or 35mm reductions. 




St. Paul, Minnesota 551 12 
W. S. Sadler R. B. Hackenberger 

B. J. Klindworth N. C. Ritter 

Dan Schulte Peter Vogelgesam: 


Transistor video monitors. Rube type video monitors. 
Pulse Cross monitors — transistorized. Waveform and Video 
Monitor package. Audio Operated Relay, Space and 
Military High Resolution Monitor 


Glendale, California 

A. R. Macmath. Sales Manager, Vinten Overseas, Ltd. 

R. Bruce Hill. Director of Sales, Mitchell Vinten, Inc. 

Television Camera Pan and Tilt Heads, Pedestals, Dollies 

and Studio Crane 


Santa Barbara, California 
John A. Moseley, President 
Howard M. Ham, Jr., Engineering Manager 
Norm Steinbercer. Engineer 

942 to 952 mc/s Studio Transmitter Links for AM. L\ 
aural. FM (mono and stereo), and intercity relay servioi 
10 watt EM Exciter, Stereo and SCA Generators, Radic 
and Wire Remote Control Systems. Transistorized RI 
Amplifier for AM monitors. 10 watt and 50 watt EN 


New York, N.Y. 10017 

E. D. J. Baars, John H. McConnell, Andrew A. Brakha 

Condenser and dynamic microphones and accessories 




Binghamton, New York 
H. J. Reynolds. District Sales Manager 
P. I. McGrath, Sales Promotion Supervisor 
PRODI < is 

O/alid Reproduction Equipment and materials design 
specifically Foi Broadcast systems Contract-InvoicK 
[traffic-Control, Availabilities Control. 

April 6, 1964 / SPONS 



want to sell something 

in St. Louis or Dallas, 
use the newspapers. 

i" r< 

' ■ 

'.r i 

Now, i urn I he p 


'ONSOR April 6 1964 


If you really want to reach people in these two great markets, make it 
WIL in St. Louis and K-BOX in Dallas. Every day more and more of our 
advertisers arc finding it out. And that's straight from the horse's mouth. 

WIL, St. Louis and K-BOX, Dallas 


John I Box, Jr. Managing Director SoM national!) b) Robert I Eastman & Co., Inc. 

80 • 42 CONVENTION SPECIAL April 6, 1964 / SPONSO I 






Jight after night famous stars appear in their most memorable 
Dies on WMAR TV. Many of these features are FIRST RUN 1 
he WMAR TV current library of over 700 titles includes such 
imous packages as 7 Arts. Screen Gems, 20th Century and 
thers. Top films— backed by a heavy barrage of daily news- 
aper advertising and on air promotion — is the combination 
lat builds audiences for your product or service! 


•FROM HERE TO ETERNITY". Burt Lancaster Deborah- 

"BELL. BOOK AND CANDLE". James Stewart. Kim Not 

'THE EDDY DUCHIN STORY", Kim Novak. Tyrone Pc- 

"JUBAL", Glenn Ford. Ernest Borgnine 

"THI KEY". William Holden. Sophia Loren 

•THE LAST ANGRY MAN'. Paul Muni. David Wayne 

FRIDAYS. 11:20 PM 

"MAN ON A TIGHTROPE". Fredric March. Terry Moore 

"THE DESERT FOX". James Mason. Sir Cednc Hardwicke 


"PEOPLE WILL TALK". Cary Grant. Jeanne Cram 



11:20 PM 

Drama, mystery, adventure, romance selected 
from the same great packages. 


4:30-5:55 PM 

Featuring the best of 



12 NOON 
MISTER ROBERTS". Henry Fonda. James Cagney 
"THE SEARCHERS ". John Wayne. Natalie Wood 

"DRUMS ". Raymond Massey. Sabu 
KNIGHT WITHOUT ARMOUR ". Marlene Dietrich 

n Maryland Most People Watch 






Repr«eent«d Nationally by THE KATZ AGENCV INC 



Hollywood, Calif. 90038 
Mr. Karl Freund, President 
Mr. Gideon Fiat. Project Engineer 

Spectra Optoliner — an opto-mechanical TV camera sys- 
tem tester for Color, Image Orthicon or Vidicon Cameras. 
Spectra Miniaturized TV camera — 2.6 inch square by- 7.5 
inch long, weight 2.75 lbs. capable of withstanding hard 
radiation. Spectra "Candlea" meter-foot candle meter for 
TV Lighting Directors. 


Norwood, Massachusetts 
Hugh Bannon Gene Love 

George Hinckley Phil Cass 

Bob Keller 

New RM1-C Heterodyne Microwave System. KTR Micro- 
wave Television Relay Systems for Intercity relay remote 
pick-up or STL applications. 7,000 and 13,000 Mc Portable 
and rack-mounted for NTSC color and simultaneous 
audio. TMA Program audio channel units for application 
to existing systems. New Solid State Type B Clamper 
Amplifier. Microwave, Waveguide accessories, including 
antennas, waveguide, diplexers, etc. 


(Broadcast & Communications Products Div.) 

Camden, New Jersey 

C. H. Colledge, Div. Vice President & General Manager, 

Broadcast & Communications Products Division 
A. F. Inglis, Div. Vice President, Communications Prod- 
ucts Operations 
J. P. Taylor, Manager, Marketing Services 
E. C. Tracy, Manager, Broadcast. Technical & Scientific 

Sales Dept. 
A. M. Miller, Manager, Broadcast Merchandising and 

West Coast Operations 
W. E. Morrison, Chief Engineer 
V. F. Trouant, Chief Technical Administrator 
M. A. Trainer, Manager, International Liaison & Cus- 
tomer Relations 
P, Bergquist, Manager, Government Technical & Scientific 

G. Bricker, Manager, West Coast Marketing & Engi- 
J. C. Cassidy, Manager, Sales Administration 
E. J. Dudley, Administrator, Press Relations 
P. A. Greenmeyer, Manager, Broadcast Advertising and 

E. T. Griffith, Manager, Sales Services 
J. E. Hill, Manager, Northern Broadcast Field Sales 
H. H. Klerx, Manager, Electronic Recording Products 

E. N. Luddy, Manager, Broadcast Transmitting Equipment 

Dana Pratt, Manager, Southern & Western Broadcast 

Field Sales 
W. B. Varnum, Manager, Studio Equipment Merchan- 
M. VanderDussen, Manager, Scientific Instruments 

Monochrome and color television equipment, UHF and 
VHF television transmitters. AM/FM transmitters; Tele- 
vision Tape equipment. Audio equipment. Monitoring 
equipment and test equipment for AM, FM and TV 
Stations. Television mobile equipment, TV cameras, con- 
trol room equipment. AM. FM and TV antenna systems, 
transmission line, tower lighting and accessories. Radio 
and TV station automation equipment. Microwave relay 


(RCA Electronic Components and Devices) 
Harrison, New Jersey 

G. A I ucian, W. W. Winters, I. E. Kelley, II. C. Nance. 
G I Ryan, l. X. Banko, ll. S. Stamm, R. lord. R. M. 
( ..lull. S. I Martin, ll Kozicki, J. I. Kelley, J. H. Owens. 
(, (.. Carne, I . A. Dymacek, R. A. Bassell, R. G. Neu- 
hauset. M. Petrasek, A. P. Sweet. J. T. Houlihan, R. J. 
I iska 
PRODU< is 

Image Orthicon. Vidicon. Large Power lubes. Electronic 
instruments, Microphones, Nuvistors, Batteries. Dark 
lleaier lubes. Novai lubes. Citizen Band Radio. Tran- 
sistors, High Fidelity Components 



(Division of Reeves Industries, Inc.) 

Danbury, Connecticut 

John S. Kane, V.P. and General Manager 

Edward Schmidt, V.P. Research and Development 

Guido Neurotti, Manager Research 

Robert E. Snare. Marketing Manager 

George Petetin, Sales Manager 

Thomas J. Dempsey. Director Public Relations 

Reeves Soundcraft Micro-Plate Video-Tape and other 

professional recording products. 


Huntington Station, New York 

H. Charles Riker James A. Leiteh 

G. Kurt Butenhoff Kenneth V. Seelig 

S. S. Krinsky 

Demonstration of new all-transistor video modules: New 
automatic special effects generator with "joy stick'" posi- 
tioner, video switching systems, video faders, video trans- 
mission test signal generators — multiburst, stair step, win- 
dow, sin 2 , bar & dot. All-transistor sync generator with 
variable and instantaneous sync lock for color and mono- 
chrome. Stabilizing amplifier. Color bar generator. Vertical 
interval black and white reference generators. Portable 
test sets. Video and pulse DA's, sync comparitors, cue dot 
generators, video tape reference generators. All above 
equipment packaged as identical plug-in modules for as- 
sembling flexible systems. 


Peoria, Illinois 

Dick Kleine Bud Blaksley 

Dwight Rohn Bob Kennedy 

Al Repsumer Grady Rooker 


AM. FM. TV broadcast and microwave towers, reflectors, 
lighting equipment and associated tower equipment and 


Cambridge, Massachusetts 
Sal Fulchino Robert I.ecdham 

Arthur ( estaro. Jr. Arthur Stamler 

Hen Newman Richard Burden 

Bill Dunbar John 1 . Wyman. Jr. 

Milan 1 eggetl Dave Shaw 


I \l rransmitters I kw. 5 kw. 15 kv>. RUST Remote Con- 
trol Equipment. Stere-o Generators, AUTOLOG Auto- 
matic 1 ogging Equipment, SCA Generators. TV 1 ighting 

Equipment, Stere-o Control Console 



April 6, 1964 / SPONSOR I 


Douglas by day Allen by night 

Group W, by George! 

iroiip W put Mike Douglas on tele\ ision five d.i\s a week 
ind Steve Allen on 6ve nights a week. Each heads 90 
minutes of big-budget, big-stai entertainment that bright- 
ns the television scene. 

Both shows grew from one idea the continuing need to 

re.ite fresh, new entertainment for the Group W st.i- 

ions But the) are produced m two totallj different ways. 

he \fikc Douglas Show originates from KYW-TV in 

le\ eland. It is produced b\ KA \\ I \ with the creative 

backing of the Group lUenSho* is produced 

b> the Group itself in Hollywood 

Group Vt productions can be Steve Mien, Mike D 
a series on Communism in 33 lectures. Specials for < 
dren, or 15 cameo productions on American art Each is 
a direct result of the creative, financial, and management 
resources of the Group I ach points up the role of the 
Group broadcaster as .1 vital thud force in :stmg 

foi si.itions, viewers, and advertise 




NSOR Apr, I 6 1964 CONVSNTION SPECIAl 45 • S3 


Bloomington, Indiana 

Biagio Presti, Division Manager: Russ Ide, Marketing 
Manager: Neff Cox, Jr.. Merchandising Manager: Dale 
Buzan. Dept. Supervisor, Studio Equipment Engineering; 
John Guthrie. Dept. Supervisor. Production Engineer & 
Eield Service: Dick Swan, Dept. Supervisor. Switcher Sys- 
tems Engineering: Bill Tarr. Dept. Supervisor, Microwave 
Engineering: Miles Blazek. Dept. Supervisor, Mechanical 
Engr. & Drafting; Jack Roden, Eastern Regional Manager; 
Joe Ryan, New England Regional Manager; Nubar 
Donovan, Southern Regional Manager: Morrell Beavers, 
Midwestern Regional Manager; Dale Matheny. Western 
Regional Manager: Jack Dunn, Joe Phillippi, Charles 
Moore, Bob McCoy, John Kays, Coy Mathenv. 

Television Studio Equipment: 

Studio Cameras — Solid State, Image Orthicon and 

Film Cameras — Solid State 

Switching Systems — Solid State Vertical Interval 
Microwave — Heterodyne Relay Systems 

New York 1 9, New York 

Alice H. Prager Harold Fitzgerald 

W. F. Myers Roy Drusky 

John Koshel Frank Watkins 

Sid Guber Ed Cooney 

George Jellinek Ray Van Hooser 

J. F. Quinn Earl Brewer 

Charles Scully Vic Vickrey 

Jim Aylward Earl Pollock 

Glenn Ramsey 


The BIG BANDS come to Chicago! The swinging sounds 
of ten all-star bands — ideal for round the clock program- 
ming. Over 115 selections on ten Hi-Fi SESAC Record- 
ing albums for SI 9.95. featuring the most famous leaders, 
instrumentalists and sidemen in the dance band field. 
Hear the world renowned musical stylings of such greats 
as Duke Ellington, Count Basie, Woody Herman and 
many others. Audition material available on "THE BIG 
INGS and all Special Program Packages. 


Burbank, California 
Paul C. Schafer 
James W. Harford 
Robert Levinson 

Program Automation Systems. Spot Locators. Transmitter 
Remote Control Equipment, Automatic Logging Equip- 



J. Robert Humphreys. Manaqer of KSRV Radio. 
Ontario. Oreqon. says: "It is difficult to draw 
the line between sellinq clients again and keepinq 
them sold, but I feel it is important to keep qood 
accounts sold. Thus, the most important benefit I 
see from CRC is keepinq clients sold. It's easy to 
keep a client sold with the 'sell and sounds' from 

Space A & B, East Exhibit Hall 





Evanston, Illinois 

R. W. Carr, Manager, Professional Products Division 

R. W. Ward. Manager, Distributor Sales 

H. T. Harwood, Director. Public Relations 

M. B. Lorig. Vice President. New Products 

V. F. Machin, Vice President, Marketing 

G. Reese. Advertising Coordinator 

Shure Microphones and Accessories for Radio and Tele- 
vision Broadcasting 

Stereo-Dynetic Phono Cartridges for Broadcasting 

Shure-SME Pickup Arm 

Model SE-1 Stereo Broadcast Preamplifier 

Model M66 Broadcast Stereo Equalizer 

New York, New York 
L. F. Costelio K. Tsunoda 

B. L. Birchard H. McAdams 


Broadcast Video Tap*: Recorders. Monitors, Cameras. 
Television Recording Tape. 


Sacramento, California 

Wm. J. Overhauser. President 
Jack Lawson, General Sales Manager 
Jess Swicegood, Representative 
(has. A. Sprague. Representative 
Herbert L. Arms, Representative 
Glenn F. Webster. Reprcscntaii\e 
Eugene D. Bradley, Representative 

SP \RTA-MATIC Cartridge Tape Sj stems including 
monaural, stereo and portable equipment. SPARTA A-50 
Portable Studio. A- 10 Audio Console monaural and stereo 
models. Turntables and Turntable Combinations including 
transistorized Equalized Preamplifier and other related 
studio equipment. 


Freehold, New Jersey 
William H Zillger, Presidenl 
\i no Zillgei . V.P. I ngr. 
losepfa Ewansky, Mgr. Field I'ng. Service 
1 rwin Taper, Application & Field Engineer 

April 6, 1964 / SPONSOR 







On The Waterfront . . . Sayonara . . . Man in tin- Gray 
Suit . . . Ruby Gentry . . . The Old Man and the >'■ 
The Bad Seed . . . Duel in the Sun . . . Battle Cry 
. . . The Spirit of St. Louis , No Time for Sergeants 
. . . Hercules . . . At ilia the Hun . . . The Pa jama 
Game . . . A Fare in the Croud . . . Kiss Them 

for Me . ■ . Indiscreet . . . The Gift of I. ore . . . 
Man in a Cocked Hat . . . Home Before Dark 

. . . Top Secret Affair . . . Too Much. Too 
Soon . . . The Lady Killers . . . and more. 


Auntie Mame . . . The Hurl: at the Top of the Stair* . . . 
The Sun's Story . . . Bachelor Party . . . Cash McCaU 
. . . lee Palace . . . Marjorie Morningstor . . . Tall Story 
. . . The Fugitive Kind . . . The Hanging Tree . . Happy 
Anniversary . . . Tin- Miracle . . . Hercules I 'nchained . . . 
The Night Holds Terror . . . Thief of Bagdad . . , Walk 
Into Hell . . . Wonders of Aladdin . ■ . Aphrodite 

with m;m\. m;in\ more to COOie! 

For television leadership in movies, look to 






SPONSOR April 6 1964 


John Klindworth, Sales 
James Heaton, Sales 
(ilenn Webster, Sales 
Betty Zillger. Hostess 

New Solid State 2 KW TV Transmitter, featuring only 
5 tubes in both the aural and visual transmitters. The 
new 2 KW transmitter is exactly 50' r of the size of the 
present 500 watt transmitter. Available at reduced price 
with aural visual power ratio of 10%. Also, complete 
KM transmitting and stereo equipment including .250W, 
I KW, 5 KW and 10 KW transmitters. The standard line 
of TV amplifiers will also be shown for 10 KW and 25 
KW power outputs. 


(Home & Commercial Electronics Division) 

New York, N.Y. 

Nicholas Rabiecki, Jr. 
Erederick T. Henry 
William T. Blackwell 

Television-Origination, production and display 


Beaverton, Oregon 
Keith Williams Bob Meehan 

Charles Rhodes Paul Whitlock 

Larry Biggs Ed Yore 

Deral Countryman Stan Kouba 

Don Hofmann Art Baumgarth 

Jerry Coomber Dean Hill 

Ralph Ebert Wendell Larmore 

Don Clifford Dick Urban 

(lift Briesenick Grace Berryhill 

Ron Gantner Hazel Brown 



Ronald L. Hickman, General Manager of WNNJ, 
Newton. N.J., says: "Thanks to the CRC Library, 
our sales have increased at a far qreater pace in 
the last four months. Initial response from spon- 
sors has been extremely favorable and we look 
forward to a very pleasant relationship with CRC. 
Incidentally, we are especially proud of our new 
customized ID's and special holiday jinqles." 

Space A & B, East Exhibit Hall 







Joe Gardner Ruth Christiansen 

Bill Lewis Barbara Farrell 

George Lodge Jan Michela 

Tom Long Hildegard Richardson 


Video-Waveform Monitors, Vectorscope for Color TV 
Phase Measurements, Oscilloscope Trace-Recording Cam- 
era, TV and BC Test Equipment — Generators, Amplifiers, 
etc.. Scope-Mobiles (Oscilloscope Carts), Auxiliary Test 


Amityville, New York 
J. Horowitz Sidney C. Gunston 

D. J. Dudley Eric King 

W. T. Curdts Alex Kwartiroff 


Transistorized Special Effects Generator/Joy Stick Posi- 
tioner, Transistorized Video Transmission Test Signal 
Generator, Transistorized EIA Sync Generator. Transistor- 
ized Sync Lock, Transistorized Video Distribution Ampli- 
fiers, Transistorized Pulse Distribution Amplifiers. Tran- 
sistorized Mid-Frequency Phase Correctors, Transistorized 
Multiburst Generator. Transistorized Stair-Step Generator, 
Transistorized Pulse and Window Generator, Transistor- 
ized Dot Grating Generator. Transistorized Color Standard, 
Color Flying Spot Scanner. Color T.V. Monitor. Color 
Encoder. Color Bar Geneiator, Color Standard. Special 
Effects Generator/ Fader. Differential Phase and Gain 



New York, N.Y. 

John W. Schlageter George Paragamian 

John J. Camarda Art Battone 

Howard L. Ryder 

PYE 4V4" Camera. Studio Lighting. Kine Recorder 
W Rapid Film Processor for Spot News and location 
work. I6MM Newsreel Camera with transistorized mixer- 
amplifier. Portable Power Pack. Completely equipped 
vehicle for on the spot tape and film coverage of remote 
shows and news events. 


Englewood Cliffs, N.J. 

Bob Swanson AI Sloman 

Joe Henkel Bob Hadley 

Joe Barrera 

Synchronous Prompting Equipment 

Rear Screen Projection Equipment (Xenon & Incandescent) 

Variable Speed Roller Caption Scanner 

New York 36, N.Y. 

Jack A. Peeler 

Bill Pegler 

Dr. Frank G. Back 

Image Orthicon Zoom Lenses: 

rlyperUniversal Zoomer, Angenieux-Zoomai Model 1 0-2-1 

B, Angenieux Zoom lens with Evershed Servo Control 

Mark II. 

I 'idicon Zoom Lenses: 

Angenieux 1 : 1.9-15 to 150mm. Angenieux F: 2.8-15 u 

150mm with Zoom rod or DC remote control 


New York, N.Y. 

(i. Salem I 1 Stern 

April 6, 1964 / SPONSOR 

i Donna) I • ornuto 

\i Gouberl 
PRODI ( is 

/<•/< i ision \tudu< I quipment 

4 1 .-" transistorized Image-Orthicou Cameras, ; ["ran 
ustoruced Image-Orthicon ( ameras, rransistorized Vidicon 
Camera, rransistorized Flying Spol Scanner, Synchroniz 
inj Pulse Generator, Special l 1 1 «.- ^ i ^ Generatoi < smera 
( ontrol I mis .ill units tulK transistorized 


Office, Chief of Information 
Department of the Army 
Washington, DC. 

I i Col w l I llington 

M.IIOI \ IIKCI11 I) MlL'elo 

Mi Stanle) I ield 

M ( John Dates 


l s \im\ exhibit depicting the 

PRl >Dl . Is 

Intuition \mpht MixJcl VI 
unit with in 

unit in sell powered, pi . ■ 
uutputt Solid Slate Pulse D M 

is unit rel i I \ 

tributes them thro i 

\ I 100 I 01 mounting up lo foui i>i eitlv 
distribution amplifiers Occupies only 



Silver Spring, Maryland 
I'RI SI N I \ I l\ I s MIISDIM, i iiWIMKiS 

vision series I III BIG Pit l l Kl . and the 
radio series, I 111 \K\n not R 

weekl) tele 

\nm s ueekh 



Department of the Navy 
Washington, D.C. 


Oklahoma City, Oklahoma 
KII'klsIM \||\|s \lll\m\(, (OWIMION 

c I « lete) Nelson D 

Jem Nelson \| 

\ G (Bud) Duvall R 

PRODI ( is 

Manufacture and installation ol .ill 
Microwave lowers and Microwave 

I) (Dutch) ( . it on x. 
\ (Nate) Sholai 

(i. (Joel NeKon 

\ \t Setterholm, President 
K B Booth, Managei ol s 
l \ndrc M ti tgei ol Bn S >les 

K H I Hen S lis I ngineei 

J K Birch, Seniot I ngineei 
I'KoDl ( is 

New Precision Phase Monitor, New Bt 

l)ispi.i\ i nit, I \ and I M k i clJ 

Intensitv Meters. Phase Meter ■ \ 

and Plu 

Bloomfield, New Jersey 
George (■ Paragamian 
\ithiit \ Bottone 
PRODI ( is 

I .mips tot Studio Hgl ept for sliulio 

and i \ lighting 

t\pes of Radio, 

I \ 



Kl I'RI SEN! \l l\ I s 

J. imes B. I harpe 

John P, Gallagher 
I Cecil Grace 

Jess Ralsk\ 

Charles V . Spicer 
Robert Bollen 
George II Wagnet 
Donald Quinlan 

Richard kopht/ 

Moms \ Mayers 
I elix Bonvouloir 
Shirles Bonvouloir 
\ w Greeson 
\ K Hopkins 
Cruz Rivera 
Gerald Bobian 
r\lfred \ Menegus 
PRoni t is 

York, N.Y. 10018 

\ l l l NDING < o\\ ENTION 
I ewis ( Radford 
( net Siegrist 
Wayne Marcj 
l yle O. ke\s 
Ufred M Kallman 
I dward ( lammer 
I imoth) I .ink 
P l) rhompson 
Jim Howard 
Dallas Barnard 
( h.itles Halle 

Boh kuhl 
Duane Hoisington 
1 inton D ll. ii greaves 
George Sbotwell 
Bob Becker 

orthicon Zoom camera 
I \ Program auton 

The new transistorized image 

with built-in 10:1 zoom lens. 

systems, a complete new program lot upgrading existing 
\ I R's for maximum performance \ IR test equipment. 
video switching systems, pulse assignment switchini 

terns. Spotm.ister tape cartridge equipment, complete 
packaged \M station, complete packaged I M stereo 

station. KRs Stacl Broadcaster reversible cartridgi 

tems. wireless microphones. I HI transmitters, image 

orthicon tubes. 


Gainesville, Florida 
William Boehme, General Man 
Man m Moss, i ngineei 
Robert BeviHe, Engineer 


Don Mjmmo-d G«n*f«l M,«,q,- of •■■ 
B»-" No'tn C*'oli* MT1 Would b* i»jDO» to 
- .- : • • .-,-"-.■•• 

. »d to clot* i SS20 00 ■ ■ - ' <x*t 

Fo'd ... * • to 

q«t on th« > Aq j - c 

th« b- 

Space A & B, East Exhibit Hall 




SPONSOR April 6 1964 



Syndicators and program 
sources at the convention 

Wide choice of TV and radio program fare awaits broadcasters 
and admen, and the "TFE" group again goes its own way 

For the second year in a row, 
program planners attending the 
NAB convention will be confronted 
with what must surely be one of 
the friendliest revolts in the history 
of trade associations: "TFE — '64" 
displays and hospitality suites at the 
nearby Pick Congress Hotel will 
again showcase the syndication 
wares, programs and features, from 
16 of the largest syndicators in the 
business, who feel they're better off 
at a non-NAB exhibit. 

At the same time, other leading 
distributors of programs and fea- 
tures for local-level use — such 
as MCA TV, MGM-TV, Embassy 
Pictures, the three network-owned 
syndication arms, and group-sta- 
tion producers like Triangle, Storer 
and Group W — will have their 
exhibits and suites, for the most 
part, on NAB convention home 

If it's a war, it's about as real 
as the bullets in a Hollywood west- 

The NAB, in conciliatory ges- 
tures to the maverick TFE-ers, has 
given them small-print plugs in the 
convention listings. A TV panel ses- 
sion this year will deal with pro- 
graming, and will even have Seven 
Arts' Robert Rich and film-maker 
Joe Levine (whose Embassy Pic- 
tures is not, however, a TFE mem- 
ber) as panelists. 

On the TFE side of the fence, 
there's been a strong movement to 
cut out the ballyhoo and high jinks 
of bygone syndication displays 
(Sample: "Absolutely no gambling 
will be permitted . . . Hostesses 
should be attired properly for a 
cocktail reception . . . etc."). limes 
have changed. 

In tact, there's an outside possi 
bility that this year's TFE will be 
the last Til., as such. The self- 

elected outcasts have made their 
point, and NAB, faintly em- 
barrassed at the success and the de- 
corum of last year's exhibit, is re- 
portedly ready to welcome the 
prodigals home for 1965. 

What's in store for station film 
buyers, radio program directors and 
admen making the rounds of dis- 
tributors? What's going to happen 
at NAB-area suites and at the 

On the NAB side of the fence. 
MCA may well have the largest 
single hospitality suite setup (2400, 

Hilton), with the entire MCA TV 
sales force in attendance as hosts 
during the convention. Some of 
MCA's topmost brass will be there 
— notably D.A. "Sonny" Werblin. 
president of the film syndication di- 
vision, and David V. Sutton, v. p., 
as well as v.p.'s Lou Friedland and 
Hal Golden — to present MCA's 
latest syndication wares. Much of 
the program stress will be on new 
entries in the syndication market, 
such as Tales of Wells Fargo and 
Leave It To Beaver, and on cur- 
rent product such as Bachelor 

io> the second year in a row. a large syndieator group <lf> '" ""' ,v staging itst 
/I exhibit at the nearby Pick Congress Hon! as "TFE — '64." Here, tin- lit: 
Executive Committee reviews final plans lor the Chicago industry display, v 
il. to r.) Trans-Lux's Dick Carlton. 20th Century-Fox's Man Silverback. Stand- 
ing Four Star Distribution's Len Firestone, I nited Artists' liarrv Lawrence. \/o\/- 
TV is exhibiting at the Hilton, not at III this year, but TFE has added An; 
International TV as a new exhibitor and SI A as a late entry. 




iuihti, Frontiet ( ircus, ( heckmate 
.ukI \/ Squad i among man) oth- 
,-rs m \H \ 's long list ol propei 
lies), and the \U \ distributed pre 

Paramount mm ies i Para 
noun I will handle us own post 

.1 tribute ol sorts to M< \ s 
tales abilit) with the oldei product). 

Ink iNi in will also have .1 large 
17-man) contingent at the firm's 
lospitalitj suite, headed h> John 
i. Burns, v.p. in charge of s.ik-s 
N 40-picture package ol post-1950 
iiIcn will headline the feature en- 
rics. with older product all the 
.a> hack to the huge, 700-title 
we- 1948 lihi.ii \ receiving plenty 
t' attention. In the syndicated pro- 
nun field, MGM's big push will 
c on Zero One. a halt-hour series 
lat has never had network expo- 
arc in the I S . as well as on older 
;ries like Sam Benedict and As- 
luilt Jungle, at the firm's hospital- 
y area ( 1905-A, Hilton 1. 
The 1 1 I group, which is not 
formal "group" at all but which 
\is(s sole!) to stage the concurrent- 
ith-\ \\\ exhibit, is meanwhile not 
king any chances. Next year's 





hjtl O Laraau Rid o Station Manaqtr of 
OD Grand Rjc d*. Michigan. lays: "I'm iur« 
you II b« pl«,is«d to haar that in th« first 
th of our UM of th« CRC Mon«ymaktr S»rvict. 
ha»« almott had enough valas to pay for th* 
c« K#«p the good materials cc~ 

ce A & B, East Exhibit Hall 


brfmercial recording corporation 

•dc mag ad 1 6 page 

m convention issue broadcasting 


\ Nil even) led lo take pi 

in \\ ashington, and the 1 1 l 
not sine whether the) > bool the 
type ol spaa available ai the P 
( ongress, some 20 suite-, ol similai 
si/e on a single floor, within the 
Maine ol n VB's available hot* 1 

l asl week, Ills executive com 

mitU I tans I UX'S l>:«.k ( .ill 

ton. roth I ox's Nian Silverbach 
I oui St. u's 1 en I irestonc, l \ 
Barrj l awrence, and Jayark's Hai 
vej N ictoi called a meeting in 
\eu 1 oik of all interested film dis 
tributors to discuss a ill 
show, and to pick another commit- 
tee to steer the event. 

other highlights: Niu . ( BS and 
NTH I ilms will have extensive b 
pitalirj layouts at the Hilton, usu- 
ally linked closel) to the reception 

areas of the parent networks I m 

bass) Pictures, much of wh< 
ture product is available in color, 
will hold forth on what is virtually 
neutral ground (500, Continental 
Hotel 1 to promote "the excitement 
of our product," largelj features of 
an action-adventure vat ietj 1 1 
angle, which has launched 23 radio- 
IV properties in the syndication 
field m the past si\ months, will 

operate "The fnangle Inn," mod 
eled on an 18th century British pub- 
lick house, at the firm's hospitalit) 

suite (2300, Hilton) Storer. also 
on neutral ground (3812, I necutivc 
House ». will feature Storer-distrib- 

Uted shows such as I he Littlest 
Hobo, B'wana Don and />n. 
Conn, with business manager Bud- 

d\ Raj and general s.iles man.. 

Jac Liebenguth in charge Charles 
Nhehelson. whose radio rerun 
nes 1 The Shadow, 

net. etc 1 are having a hot ren 

sance in local radio programing 

will showcase 15 radio drama 
ries in the firm's hospitality suite 
I 5 ; -i V Hilton) In the realm 
radii' program services, a highlight 
will be the SESA< Celebril S 
(900, Hilton -. where the Big Hands 
program package -i^<.\ other 

will he promoted with the aid ol 

live musk and guest ran.' 
from Duke I Ihngton to I 

Nt the 1 1 l - Picl < 
suites, there'll he plent) of eh. 
for buyers, to m the I 

ings of III t ihibitors, which tol- 
low on the 





buy WNBC-TV. Top names in the 
gasoline business know it's the 
most efficient means of getting 
New Yorkers to tank-up at their 
fuel pumps. Among them 

Cities Service Co. 

California Oil Co. 

Gulf Oil Co. 

Shell Oil Co. 

Sinclair Refining Co. 

Socony Mobil Oil Co. 

Sun Oil Co. 

Take a tip from the Gasoline 
Moguls: whatever the product or 
service you sell, you'll get more 
mileage on WNBC-TV 



*NSOR April 6. 1964 



Robert W. Erickson, General Manager of KOKX 
Radio, Keokuk, Iowa says: "The jingles cut for 
specific accounts, such as Goodyear, and the 
jingles for a particular product give the trans- 
cription package a note of utility that I am con- 
fident will pay off in increased sales." 

Space A & B, East Exhibit Hall 










165 West 46th St., New York, N. Y. 10036 

PLaza 7-8530 

Suite: 485 and 487 

Robert B. Morin, Vice President 

James C. Stern, Assistant General Sales Manager 

C. P. Jaeger, National Program Manager 

Morton Slakoff, Advertising and Promotion 

Howard Grafman, Central Division Sales Manager 
Roy George, South-Western Division Sales Manager 


III (Billy Budd Pkg.) 17 Features. 

Most recent released films — '62, '63. 
7 BOB HOPE FEATURES (3 in color) 

Son of Paleface, Road to Rio, Road 

to Bali, The Great Lover, Seven Little 


I (40 Features) 


II (32 Features) 

Attention! All Agency and Media Time Buyers! 

Top stars in adventure, drama an 

action-features (16 in color) 

14 Post '57 spectaculars, adventui 

and science-fiction features — (5 i 

SCIENCE FICTION (22 Features) 

Post '57 thrillers with Vincent Prio 

John Carradine, Boris Karloff 

48 family entertainment features-zai 

situations festive locals 

13 adventures of the famous jung 


32 post '52-'61 Hollywood-product 

action, adventure films 

Films of the 50's with top titles ar 


Fast-paced action drama and advei 


104 Episodes. Adventures of U. 

Presidents as young men. 5 mir 


FOR IT . . . 

We've Got It! 









165 West 46th Street, New York, N. Y. 10C 

Circle 5-3035 

Suite: 461 and 463 

Stanley E. Oudelson, Vice President, Gene 

Sales Manager 
Hi lion Moriti, Director of Advertising Publicity 



Post- 1960 action-adventure features 


780 N Gower, Los Angeles, California 

HO 9-5911 

Suite: 481 and 483 

Richard Dinsmore, Vice President and Gen 

Peter Cary, Western Sales Manager 
H. Jerry Girouard, Eastern Sales Manager 
William Stout, Southeastern Sales Manager I 
Robert Neeves, Midwestern Sales Manager I 
Richard Woollen, Director of Sales and Progil 
Jerry Franken, Press-Promotion 


48 hour drama specials, with gi 


38 off-network half hours with 

Carroll Naish and Joanne Dru 

~s half hours starring Rorj < alh 1 


Pat O'Brien stais as a haul-hit j 


April 6, 1964 / SPOr^ 

II lilt 

did 1 10' national 
idvertisers buy the CBS wj Radio Network in 
^ compared with 88 on network B, 85 on 
letwork ( ' and 58 on network I)! 

Because CBS Radio has the Ion .tin- 

uing record ol audience leadership... 

Presents the mosl outstanding ai i 
ol top |u rsonalities and programs... 

Delivers the best station < learan* e pat- 
terns, confirmed bj < li < tronically-chccked 
u ports everj month... 

Supports your adv« rtising by adv< r- 
tising itself 12 months .1 year... 

Produ< es n suits: pro> able, documen- 
ted sales results thai keep surpassing oui 
advertisers' expet tations. 

That's win more ad\ used CBS 

Radio than any other network last y< Vnd 

that's why oui sales Foi the first 

hall ol 196 1 have alread) topp< d 

lasl j iiu lu>t h.ilt — with 

.') months still to 

More facts? Plenty. C'.ill 

The t Its ISmlio Xiftrorl. 



John S. Booth, General Manager of WCHA, 
Chambersburq, Pa., says, "Without a doubt, CRC 
offers the finest Library Service on the market 
today. The sound is modern ... a strict departure 
from 'old hat' techniques . . . The Money Maker's 
Sponsor Identified jingles are a real boon. They 
are original and unique for both Station and 
Sponsor alike." 

Space A & B, East Exhibit Hall 




Mr. Al Kahn. General Manaqer of WAGR Radio, 
Lumber ton, North Carolina, says: "CRC Library 
Service is the finest that we have ever had the 
occasion to work with . . . The sounds are com- 
pletely up-to-date. The sponsor I.D.'s are terrific 
aids. The quality is outstanding, and the cata- 
log uinq is simplicity itself." 

Space A & B, East Exhibit Hall 





Pitcher Don Drysdalc and baseball 

greats teach the kids 

39 color halt" hours journeying through 

the Holv Land 

Steve Allen hosts, presenting all-time 

ia/z stars 

130 3'/2 minute cartoons with authen- 
tic space background 

Documentaries that blend public- 
service and entertainment 

Famous U.S. cities and landmarks 

filmed for voungsters 

Timely half-hour journey to the stars 

and outer space 

114 hours starring Robert Stack 


600 Fifth Avenue, New York, N. Y. 10020 

LT 1-8530 

Suite: 477 and 477a 

Tom McDermott, President 

George Elber, Executive Vice President 

Len Firestone, Vice President and General Manager 

Burt Rosen, Executive Administrative Assistant 

Leo Gutman, Vice President Advertising 

Dick Colbert, Sales Representative 

Dick Feiner, Sales Representative 

Jerry Weisfeldt, Sales Representative 

Alton Whitehouse, Sales Representative 


32 half hours; Sea going comedy 


60 hours; 200 stars; World's finest 

dramatic series 

168 half hours; Acknowledged as the 

quality western adventure series 

145 half hours: 125 stars; Finest 

western dramas available today 

67 half hours; 30 hours; Law enforce- 
ment series 

38 hours; Daring men traveling the 

overland stasie route 

35 hours: Expose of organized crime 

and corruption 

45 half hours; Humorous stories 

about a dedicated lawyer 

32 half hours; Fresh, charming and 

laugh-loaded family fun 


4024 Radford Avenue, North Hollywood, Calif 

Suite: 467 and 471 

David Bloom, General Manager 

Malcolm W. Sherman, Western Division Manager 

Ken Weldon, Central Division Manager 

C. E. Feltner Jr., Southern Division Manager 

Vonn Neubauer, Southern Representative 

David Bader, Eastern Division Manager 

Frank Kowcenuk, Sovereign Films, Canada 



1959—1950—3 available in color 



40 available in coloi 


40 Features including 13 starring 

John Wayne 


Science Fiction Shockers 


Ellery Queen, 'etc. 


Olscn & Johnson. Hillbilly, etc. 


Full Length Features 


Edited for a One Hour Slot 






'"Emmy" Winner for Best Adventure 
Series — 39 Half Hours 
Dr. Baxter in vanguard of Western 
civilization — 39 Half Hours 
Authentic case histories — 12 Half 

Outer Space-Science Fiction Series — 12 
Half Hours 


"nuf said 


67 Roy Rogers. 56 Gene Auln Fea- 
tures, edited to 53.30 
THE 50\ 

9 available in color 
60 Post 50 Western Features 

Based on the syndicated comic strip 

Gabby Hayes. Andy De\ine. Bob 
Steele, etc. 



5 Quarter Hours — B & W and Color 


733 Third Avenue, N. Y. 10017 

TN 7-3232 

Suite: 427 and 429 

Wallace H. Lancton, Sales Manager 

David Martin, Director Public Relations-Advert 

AND 2 

156 six-minute cartoons produced for 

TV. in color 

52 cartoons featuring lead-ins 

BOZO, in color 
5-minute factual portraits of Holly- 
wood stars 

54 features 

22 action-adventure films 


235 East 45th Street, New York, N Y. 10017 

MU 2-5600 

Suite: 447 and 451 

Al Brondax, Director of TV 

Ted Rosenberg, Director of TV Sales, East 

Maurie Gresham, Director of TV Sales, West 

Gene Plotnik, Director of Creative Services 

AND SNUEIA s\lll 11 KR \/\ 
150 new cartoons based on the tamo 

cartoon snips, in color 

April 6, 1964 / SPONSC 

MIKE" and "TV" PENS 



Effective promotional 
items are bigger and 
better than ever — 
more than 2 Million 
pens now in use! 

MIKE and TV pens are useful, lasting, beautifully hand- 
finished by jewelry craftsmen . . . your call letters are per- 
manently mounted in 3-DIMENSIONS! 

More in demand than ever before — MIKE and TV pens are 
being ordered by stations throughout the country in ever- 
increasing quantities. 

Just look at these "raves" from some of our "station" customers: 

"... 'Mike' pens— terrific for all our stations ..." —Bill Morgan, KLIF Dallas 
"... thank you for helping us create a true success story for KNX Radio. 
The impression that the KNX pens have made in Los Angeles is tremendous." 

—KNX Los Angeles, Calif. 
"... the 'Mike' pens have arrived and they really are great ..." 

— WEAS Atlanta, Ga. 
"... 'Mike' pens— the best promotion we ever had ..." — WXYZ Detroit 

"... excellent promotional pieces ..." — KXLY Spokane, Wash. 

"... our clients and listeners have been delighted with them ..." 

— WRDW Augusta, Ga. 
"... the hottest promotion item the station has ever had ..." 

— KWAM Memphis, Tenn. 
"... the finest quality I have ever seen ..." — KTCS Fort Smith, Ark. 

"... I think you have another winner . . . Everyone comments on them and 
the quality of your pens is outstanding ..." — WGR Buffalo, N. Y. 

"... very attractive and very effective ..." — WJTN Jamestown, N. Y. 

"BARTER" Is Here To Stay! 

A headline in a recent N.Y. Times 
article proclaimed: "Barter of Sur- 
plus Grain Buys a Cable Network 
for Air Force." 

The story told how three million 
bushels of grain were used to pay 
for an extension of the under- 
water communication cable on 
the Atlantic Missile Range. 
"Bartering" is not new— even the 
U.S. Government barters. 
The bartering of radio and TV 
time is neither new nor unusual 
—and it is perfectly legal! 
Attorneys and members of the 
F.C.C. staff have revealed the 
trading of time is permissible as 
long as a station licensee retains 
control of the material broadcast 
on his outlet 
Yes, "barter" is here to stay! 


Reciprocal Trade Considered. Get complete information 
on famous "Mike" and "TV" pens, lighters, key cases and 
other promotional items. Ask us about our brand new 
Florentine. 14K Gold-plated lighters made in the U.S. 

Call HY FINKELSTEIN collect. 



65 W. 55th St., N.Y. 10019 

(212) CO 5-4114 

Look for us at the NAB. Convention 

TDNSOR April 6. 1964 



220 TV cartoons staring Olive Oyl's 
boyfriend, in color 


8530 Wilshire Boulevard, Beverly Hills, Calif. 

OL 5-7701 

Suite: 453 and 455 

Berne Tabakin, President 

Pete Rodgers, Senior Vice President 

George Dietrich, Sales Representative 

Sheldon Lawrence, Sales Representative 

John Louis, Sales Representative 

Joseph Moscato, Sales Representative 

Chris Remington, Sales Representative 


52 half hours about headliners in the 

77 half hours starring Michael Rennie 

52 half hour programs featuring Dr. 

Albert Burke 

156 half hours of fast-moving modern 

western adventures 

52 hilarious half hours about three 

lovely females 

39 delightful half hours about a little 

girl and her family 

39 action-packed half-hours of behind- 

the scenes action 

78 half hours of authentic cases of 
crime detection 


90 one-hour dramas starring Holly- 


M. Jay Corrinqton. Radio Operations Manager of 
KODE. Joplin, Missouri, says. "First let me say I 
believe the CRC library was designed by Radio 
Men ... I believe our image in the minds of 
our advertisers and listeners has improved greatly 
. . . Sponsor Identification Jingles . . . the great- 
est .. . give a local advertiser closer identifica- 
tion with his national produce, but builds a guality 
imjqe for his business." 

Space A & B, East Exhibit Hall 


wood's biggest names 

550 outstanding cartoons in black and 

white and color 
OPEN END 1964 

The 1964 season, featuring the most 

talked about people 

12 full-color spectacular classic ad- 


6 POST- 1958 hard hitting dramas 

25 adventure, mystery, and comedv 

features (12 IN COLOR) 

13 one-hour mystery adventures PRO- 


6 fully animated full-color first-run 

Storybook Classics 

461 award winning features produced 


52 color features with late release 

dates and big stars 


724 Fifth Avenue, New York, NY. 10019 

PLaza 7-0100 
Suite: 435 and 437 
Seymour Reed, President 
Charles King, Vice President, Sales 
Len Bogdanoff, Director of International Sales 
S. Allen Ash, Mid-West Sales Mgr. 
Al Lanken, Southern Sales Mgr. 
Ed Simmel, Western Sales Mgr. 

Hal Williamson, Director of Advertising and Pro- 


World War II battles narrated by Jim 

Bishop, first run 

Lives of famous people narrated by 

Mike Wallace, first run 

Lives of famous people narrated by 

Mike Wallace, first run 

Adventures of a policewoman, stars 

Beverly Garland 

41 cartoons: Little King, Bunny Bear. 


377 5-minule films of great events, 

one for every day of year. 

260 5-minute films tell dramatic stories 

of this century 

260 1 -minute films of dramatic mo- 
ments in spoils 

114 episodes, off network, starring 

Craig Stevens 

Created by Blake Edwards, John 

Vivvan stars, off-network 

34 episodes available after two years 

on network 

39 one-hour programs, off-network 

\2(-> half hours with Gale Storm and 

Charles Farrell, oil network 

130 episodes, off-network, with Sm 

and June 1 rum 

4 years on network; stars Richard 

( ireene in 143 episodes 
M \l< PI Kl ORMANi I 

156 episodes, former!) I oui star Plaj 



Filmed version of H. G. Wells classic, 

26 half-hours 

156 episodes, Dateline Europe, Cross- 
current, Overseas Adventure 


711 Fifth Avenue, New York, NY. 10022 

PLaza 1-4432 

Suite: 457, 457a and 459 

Jerome Hyams, Executive 

General Manager 
Robert Seidelman, Vice President 

Dan Goodman, Eastern Sales Manager 
Don Bryan, Southern Sales Manager 
William Hart, Mid-Western Sales Manager 
Frank Parton, Southwestern Sales Manager 
Robert Newgard, Western Sales Manager 
Paul Weiss, Mid-Western Sales Representative 
Dick Campbell, South-Western Sales Representa- 

Vice President and 
Charge of 

Willis Tomlinson, Western Sales Representative 
Marvin Korman, Director of Advertising and Sales 


Includes more than 350 post-'50 and 

post-'60 films 

99 hours, 39 half-hours of Emmy 

Award-winnine action 

Hour-long adventure series; 4 smash 

years on CBS-TV 

Hour-long adventure series in full 

color; stars Richard Egan 

Hanna-Barbera"s funniest feline in 30 

full-color half-hours 

One of television's most prized and 

praised series; 26 half-hours 

15 post-'50 and post-'60 science fiction 

and exploitation features 

156 five-minute cartoons in color 

Twenty hour shows performed b\ eon 

cert, theatre greats 

24 hour episodes depicting actufl 



200 Park Avenue, New York, NY. 10017 

YUkon 6-1717 

Suite: 439, 441, 443 and 445 

W. Robert Rich, Vice President and General Sale 

Donald Klauber, Vice President and National Sato 

Lloyd Krause, Eastern Division Sales Manager 
Jack Heim, Eastern Division Account Executive 
Robert Hoffman, Midwest Division Sales Managi 
Othur Oliver, Midwest Division Account Executi 
George Mitchell, Western Division Sales Manag» 
Alden Adolph, Western Division Account Executh 
Dave Hunt, Southwest Division Sales Manager _ 
Carl Miller, Southwest Division Account Executi* 
Leonard Hammer, Director Station Representativ 

and National Sales 
Herbert Richek, Director of Operations 
Harvey Chertok, Director of Advertising, Prom 

tion and Publicity 

SEVEN ARTS' "Ell Ms HI THE 50's| 

36 feature films from 
M \ I N ARls I II Ms 


41 feature films from 
si \ EN ARTS' "I II Ms 


41 feature films from 

40 feature films from Twentieth Ce\ 

tury-1 ox 

Warner Bros. I 
Ol I III >()'} 

\\ .unci Bros. 
OE THE 50**| 

Warner Bros. 
()l 1 HE 50' 


April 6, 1964 / SPONS 

,1 \ I \ \k is I II Ms <>l I III 50V 
VOl.UMI 5 

53 feature iilms from Warned Bros 

I \ I N \K is I II Ms t H I III 50V 
mi feature films from rwentielh ( en 

lilts I OX 

.1 \ I \ \K is | || \|s oi | in 50'» 


42 feature iilms from rwentielh ( eo 

Ilil\ I ox 
I \ I N \Kls I II MS OI I III Mis 

VOU Ml " (Pan I) 

<4 feature iilms from Universal 

I \ I \ \K|S I II MS ()| | HI Mis 

VOLI Ml " (Pari 

54 feature iilms from I niversaJ 

I \l \ \k is I II Ms OI I III mi\ 

VOLUMI 9 (Pari I) 

<< feature iilms from l niversaJ 
I \ l \ \k l s I || Ms oi l III 50V 

VOU Ml 9 (Pari 4) 

54 feature tilms from Universal 
EVEN \k is sl>| CIAI II \ll kl s 

Special I eatures 
OSTON SN MIMIONN Ok( 111 si k \ 

irst Series) 

13 one-houi IV ( oncerl Specials 
OSTON s> MPHON> (>k( III s| R \ 
:ond Series) 

13 one-hour l\ ( oncerl 


ill i mmi ii ki i n snow 

19 half-hours featuring circus clown 

Emmett K c 1 1 \ 
I k \\( l 

2h half-hour French lessons, in Paris 

with Dawn Vddams 

Ml \l 1 \ J \( kso\ SINGS 

minute programs featuring Ma 

hah. i Jackson 

live com 

'■ v one minuc 

( III k( llll I I III M \\ 

hall boui I \ Special 

M \ll MIX I \( kSON SlNOS I III 

siom oi c iiklsi m \s 

I). ill lit tin ( hi I \ 
\ ( Ilklsi M \s ( \koi 

I eature film ( hristmas 
oi I oi I III l\k\M I l 

ion 5 minute v. moons in 


i\ Special 

TELESYND, Division of Wrother 

375 Park Avanue. N*w York. N Y 10077 
. J2I0 
473 and 475 

Hjfdio Ffi«berc], r'rr^ 

Sjndy Frank, Vice Prajidant National Salci 

Herbrrt Ijurut, ViC» Prajidant 

Houi i l oreign and 

II \l I kl 

I OM k \N(,I k 

im, Subjects (! 

I OM K \\l,l k 

86 Mm ( olor 
I \ss|| 

lloni i l oreign < )nl\ 
so l I'kl skin oi l III 1 I ko\ 

78 Subjects (M Hour) Foreign Onlj 


675 M.,dnon Avanua. N.w York. N Y 10077 
Plait 131 10 

•• 403 jnd 407 
Richard Brjndt, President 

Richard Carlton, Vice President & General Sales 
Manager«al L,ui«m« 
Man,, Ok... 
ff.ihj.d laitl*, 
tr.d I I. .ok It I U.. 

Arthur I M,nht.m, ,t\ Vale 

Rotlyn K.rjn 

M M k \si) \n I k l ok in 

.mi eleven and ■ hall i nevk 

■\lapstnA comedy ; . 
I III Mlolll 'i III k( I l l s 

l 'ii five tnd .i hall minute .. 

coloi and H v* 

I I I IN llll < \l 

260 loin minute cartoons in 

K \S 

26 hall liom shows tit Hollo) ••■ 

celebrit) world 
ini <. < i OP \i ni \ nki i \nnk \ 
i n M I urn \ks. 

More ih.m B50 iilms. cola and B W 

I ive to Kl (inrmics 
/< (ORAM \ 

ill houi tape film shows pr.- ' 

.ii Diego Zoo 
lis \ WONDI kl I I \\okl i) 

19 hall houi COloi shows Mom the 

most exciting places on earth 

M \( ill kOOM 

19 hall hour lapel Ol people, places 
ami events 

(oi* Dk ws and \w \ki) mi k 


is prize winning, international n 

ii \iok s( it \< i 

19 ten minute programs with i 

tor, Or Gerald Wendl 
\mm\i i-\k\ni 

= ■©1 

John Hor" 
Ro , Ho">' l,on«'«° 

En***** Oood* ' "' 

c.r.ol« ,on ■ Ory*^ 

.Cho-d WO"* 




e -0 


. . And Introducing The Nt 


Low-Cost Program Pa 

Personalities Available 
ir Taped On-The-Spot Interviews 




ogram Pack 


. - 



at the 
B oor\j\/E:r\j"rior\j CONRAD 

The swinging sounds 

of ten all-star bands 

. . . ideal for 

programming anytime. 







NSOR April 6. 1964 

Complete package 

of over 1 1 5 selections 

on ten Hi-Fi LP albums $19.95 




39 quarter-hours at Australia's Taranga 
Park Zoo 

13 half-hour documentaries based on 
Matthew Brady photos 


444 West 56th Street, New York, NY 10019 

COIumbus 5-3320 

Suite: 431 and 433 

George T. Shupert, Vice President 

Alan M. Silverbach, Dir. of Syndication 

William L. Clark, Eastern Division Sales Manager 

Crenshaw Bonner, Southern Division Sales Mgr. 

John P. Rohrs, Central Division Sales Manager 

Donald Joannes, Western Division Sales Manager 

Otis L. Smith, Account Executive 

Joseph Fusco, Jr., Dir. of Sales Promotion 


30 features; 16 in color. 14 in bw 


46 features; 34 in color. 12 in bw 


147 half-hours, starring Dwayne Hick- 
man, comedy 


91 hours, Gardner McKay, guest stars, 
adventures in South Seas 


26 hours. Rod Taylor as foreign cor- 
respondent, guest stars, adventure 


16 hours, David Hedison. Lucianna 
Paluzzi, guest stars, espionage ad- 


30 hours, Gary Lockwood, Brett Hal- 
sey, Barry Coe, Gigi Perreau, guest 
stars, drama 


25 hours, Marilyn Maxwell, Rhodes 
Reason, guest stars, drama 


Al Leiqhton. General Manaqer of KDLM, Detroit 
Lakes. Minnesota, says: "Sprinq came early *o 
KDLM. for C R.C.'s Proqram Service breathed 
new life in the sales force. Not iust the sales 
(orce either, because the announcers certainly 
enjoy the quality production and music of the 

Space A & B, East Exhibit Hall 







26 chapters, Eisenhower's personal ac- 
count of World War II 


Hour documentary on crime in U.S. 


Hour documentary on World War I 

21 Charlie Chan Feature Films 


555 Madison Avenue, New York, NY. 10022 

MUrray Hill 8-4700 

Suite: 411, 415 and 419 


M. J. "Bud" Rifkin, Executive Vice President, Sales 

Pierre Weis, Vice President & General Manager, 

Syndication Division 
Barry Lawrence, Director of Public Relations 
Ken Joseph, Division Sales Manager 
Dick Lawrence, Division Sales Manager 
Jim Weathers, Division Sales Manager 
Edward Broman, Vice President, Chicago Office 
Jack Martin, Sales Manager, Western Division 
Leon Bernard, Account Executive 
James Ricks, Account Executive 
Robert Reis, Manager, Special Projects Division 


Erwin H. Ezzes, Executive Vice President 

Arthur S. Gross, Division Supervisor, Western & 
Southwestern Divisions 

John McCormick, Division Manager, Central Divi- 
sion (Chicago) 

Jerome Wechsler, Sales Manager, Central Division 

Amos Baron, Division Manager, Western Division 
(Los Angeles) 

Paul C. Kalvin, Division Manager, Eastern Division 
(New York) 

Vernon Christian, Division Manager, Southwestern 
Division (Dallas) 



Group I . . . Six hour-long documen- 
taries of Our Century in Action 
Group II . . . Six exciting and signif- 
icant documentaries of our time 


Herbert Lorn stars in 60-minute Ad- 
ventures of a Psychiatrist 


George C. Scott stars as Neil Brock, 
metropolitan social worker 


It's laughs! laughs! laughs! when Phil 
runs the factory 


Jack Lord stars in the adventures of 
a rodeo rider 


Ann Sothern stars as Katie, irrepres- 
sible hotel manager 


Lloyd Bridges stars, exciting under- 
water series 

Broderick Crawford as Highway Patrol 


Gene Barry as the famed cane-wielding 
western hero 


Pat Conway. Dick Fastham in Tomb- 
stone Epitaph tales 


MacDonald Care] as attorney for un- 
justly accused 


Skydiving adventures 

Documentary series re-creating police 

file eases 
I \ I Kdl ADI S 

Adventures sel in famed swamp area 

Fiction-drama based on scientific fact 

lack Douglas' camera reveals unusual 

facets of real life 

Adventures of a Champion of Justice 


Richard Carlson stars as citizen, com- 
munist, counterspv 


Ann Baker stars in Family Comedy 


America's Best Known Mystery-Detec- 
tive Series 


Adolph Menjou presents dramas from 
the Literature of Many Countries 



40 Features, largely comprised of post 

'57 films 

7 select films presented together foi 

the first time 

33 post '50 action Features 

32 post '50 action Features 

2(> post '50 action Features 

234 Theatrical animated Popeye car- 
toon adventures 

337 Theatrical animated Bugs Bunny 

Daffy Duck, others 

400 greatest RKO Features ever made 

761 great productions — greatest actior 



666 Fifth Avenue, New York, NY. 10022 

Circle 6-1000 

Suite: 405 and 409 

Joseph Kotler, Vice President 

William P. Andrews, Western District Sales Mgr 

John W. Davidson, Southeastern District Sales Mgr 

Michael S. Kievman, Central District Sales Manage. 

Jack E. Rhodes, Northeastern District Sales Mgr 

William G. Seiler, Southwestern District Sales Mgr 

Gordon A. Hellmann, Sales Promotion Manage 

Benjamin DeAugusta, Sales Service Manager 


25 features: 19 released in 195s>.|%0 
1 7 in color 


26 hours, drama based on World Wai 
II infantrymen 


Private eye finds danger in exotk 

Hawaii. 134 hours 

107 action-packed hours, starrinc bis 

Clint Walker 

Stars James Garner and Jack Kelly 

I 24 hours 

One of TVs top series. Stars I-'freir 

Zimbalist, Jr. 

1 anky. likable Will Hutchins stars 

69 hours 

Si.u ring handsome. two-fisted Tj 

Hardin. 68 hours 
74 hours of mysterj and glamour, witl 

Troj Donahue 

45 rollicking hours, starring Dorothj 

Pro\ ine 

Stars Richard Long and Andrew Dug 

can. 39 hours 

156 fast-moving half hours, starrini 

John Russell 



April 6, 1964 / SPONSW 




It's on the verge of being rather popular. Better hurry. 



Spotlights Richard Boone as star/host; supported by a hand-picked 
repertory company of known performers and talented new faces; 
appearing in specially commissioned teleplays by a distinguished 
group of writers. 25 original hours which will add MDP Clll MO 
audience, sponsors, and stature to any station lineup. 30 rockefeller puzany 20 



Minow Advocates 

Versus Nets 

y 1964 

WASH IN Washington. '•:-• 1 3. 19 

Broadcaster-ad-. ■■ • Ttions are n a 
four-way str. •>••- . ■ ••,■•.■; : . . • s ' pull, 
hacking i>: .-■ :. . ■.-■■. ^ • \ ]]■■ ,-■ 

A recent entry into the broadcaster-advertiser relation- 
ship was report of BBDO's "Cham. 

tisers were told that broadcast : :: ■ , ' ■~P 7 ~ ~ 

backs, clutter an>l -ill ., r : : • .'.•■■ • 
seriously . Sponsor's messages may car: is well 
this conglomeration, was the agency survey message. 

The week previously, former hairman Newton Minow 
had advised broadcasters to divorce ther s com - 
pletely from advertiser infl u. n 

Keep Madison on its own street, in program matters , and 
use magazine concept for ad placement, in rand man- 
ner of the free press, was Minow' s advice. It used to 
be noted, in Hill hearings of some years back, that ads 
do seem to land near pertinent or prime pages in the 
press, and costs are in proportion: food, fashions in 
the women's pages; liquor, cars in general n. tc. 

True editorial convenience, it was pointed out, mi 

be better served by simply bunching all the ads together 

at the end of the paper. 

A third suggestion is for a companionate marriage be - 
tween advertisers and independent pr^vrara 

and broadcasters who want more non-network owned 

pro - 

gramming to choose from . 

This is the suggestion of Ashbrook Bryant, head of the 
FCC's Office of Network Study, in his report which would 
bar 50% of prime time to net-owned programming. Bryant 
has said: " Advertisers and producers make up a com - 
petent decisional body that is pr. ^ • • • '. : ■ 
from financial and creative competition in program 
for network prime time." 

This viewpoint does not necessarily rule out a magazine 
concept of commercials placement. But oadcaster 
producers and advertisers put their heads together for a 
new era in independent programed- e ingenuity could 
possibly devise non-interrupt ive commercials placerr* 

The fourth and so far strongest lead in broadcaster- 
advertiser relations has been the NAB-Collins approac 

This would be a real meld for •. ". • • ^ • ■ • 

the "appearance" of . • 

action before the FCC and t • rhaps 

inroads, as Rep. Oren Harris warns) force changes far 
more drastic in TV and radio sponsorship. 


Liquor Ads 


Collins Named 
'Speaker of Year' 

The instant action by Sens. Magnuson and Pastore, when 
WQXR broke the broadcast abstinence from hard liquor 
advertising, will give Collins a strong talking point. 
The Magnuson-Pastore communications powerhouse pointed 
out very explicitl • that when voluntary self-regulation 
in liquor advertising broke down, there was no choice 
but hard and fast regulation . 

It may be remembered that when Sen. Pastore in October, 
1963, exchanged letters with NAB president Collins, and 
advised industry to get together, he did not refer to a 
"appearance" of overcommercialization. He spoke of 
' mounting criticism" and of frequency, and of clutter a 

station breaks , when he mentioned broadcast advertising 
And he asked, "What are you doing about it?" 

NAB's convention guest speaker Rep. Oren Harris, 
chairman of the House Commerce Committee, is fuming 
along the same lines. Heavily on the side of self- 
regulation for broadcasters, Harris has scolded the WQX 
stray from grace, and has made it plain that in matters 
of liquor and of cigaret advertising, broadcasters had 
better get self-regulatory religion — or face possibly 
drastic government dogma. 

To LeRoy Collins, whose get-togethers with Madison Ave. 
have been increasingly persuasive, the Minow speech and 
the WQXR incident must seem a painful bit of boat-rock- 
ing at this particular time. The convention fanfare 
over the newly furbished "Do It Ourselves" emblem will 
have a few faltering notes to cover. 

It seems an added bit of irony that the year the broad- 
caster whisky dam cracked — is the year NAB has 
Evangelist Billy Graham to address the closing luncheon 

Speaking of speaking: NAB's president has been named 
winner of the Delta Sigma Rho-Tau Kappa Alpha Society's ] 
"Speaker of the Year" award for 1963 . 

Collins, winner in the field of national affairs, is th 
first to be named in this field since the late PresidenJ 
Kennedy received the award in 1960, from the national 
speech honor society. 

Collins was singled out for his work in giving broad- 
casting a new public image. 

Mrs. Annabel Hagood , past president of Tau Kappa Alpha, 
and chairman of the awards board, said: "He has been 
a forthright and courageous leader in the broadcast 
industry. While making clear his philosophy that the: 
is always room for improvement. . . he has spoken 
vigorously against increasing government regulation 
of that industry." 





Iiere are 2.000 national timebuyers. Another 2.000 — 4.000 may have some influence on the 
chase of time. This is the specialized audience that enthusiasticall) reads and uses SPONSOR 
V? edit SPONSOR 100'; for buyers — not sellers. We do it with news. We do it with f< 

We do it with "how-to's". We do it with think pi< 


5.5 Fifth Avenue 

Ail 6, 1964 

New York 10017 

212 MUrroyhill 7-8080 


TIME Buying and Selling 

SRA to NAB: 'We'd 
like to be full 

In an "Open Letter" to NAB, Station 
Representatives Assn. director 
Larry Webb airs an industry problem 


TATIVES, as constituted today, 
bear little similarity to those of 
forty years ago. In those days a 
representative firm consisted of the 
owner and perhaps a secretary with 
one office. Today, you will find 
firms with staffs numbering over 
200 people, doing business from as 
many as twelve strategically located 
offices. Highly skilled and well 
trained personnel maintain that all- 
important contact between broad- 
cast stations throughout the country 
with the advertising agency centers 
where most national advertising 
originates. In the field of television 
alone, according to the latest FCC 
figures, representatives furnished 
television stations their largest 
single source of revenue, exceeding 
both local and network revenue. 

In 1962, national spot sales for 
which station representatives are 
responsible, accounted for 41% of 
all revenue to television stations, 
while networks accounted for 40%. 
Local revenue accounted for the re- 
maining 19%. 

If estimates are not too far off, 
station representatives accounted 
for an even larger share of the 
revenue which went to television 
stations in 1963, when total national 
spot revenue exceeded an estimated 
$600 million. 

In the field of radio, station rep- 
resentatives accounted for 3 1 c '< of 
all revenue to radio stations in 1962, 
while networks accounted for only 
6 f ; of the total. Local sales ac- 
counted for the balance of 63%. 

But this is far from being the 
whole story. 

Station representatives are the 


closest possible confidants and ad- 
visors to broadcast stations. They 
not only work with stations on sales 
approaches, on building rate cards, 
on research, sales promotion, audi- 
ence development, program analy- 
sis (and in some cases billing, col- 
lecting and guaranteeing payment 
for time sales), but in the myriad 
of day-to-day, hour-by-hour opera- 
tional problems of broadcast sta- 
tions they represent. Station rep- 
resentatives are truly the national 
sales arm of broadcast stations, 
covering every major city in the 
United States. 

When the National Association 
of Broadcasters were formed, years 
ago, by-laws were formulated set- 
ting forth the qualifications for ac- 
tive and associate membership. The 
NAB, as its name implies, was 
founded as a broadcasters' associa- 
tion, and, therefore, those persons 
owning broadcast properties, li- 
censed by the Federal Communica- 
tions Commission, were eligible for 
active membership. All others as- 
sociated with the business of broad- 
casting were eligible for associate 
membership in the organization. 

However, the association made 
one outstanding exception to the 
rules governing membership. The 
networks, never licensed by the 
Federal Communications Commis- 
sion, were granted for membership, 
with representation on the Associa- 
tion's Board of Directors. (Let us 
not confuse networks with network 
owned-and-operated stations, who 
are eligible for active membership in 
the association on a station by sta- 
tion basis.) 

Station representatives, on the 

Lawrence Webl 

other hand, fell into the category 
of "all others" and, despite theii 
tremendous importance to the wel- 
fare of broadcast stations, thej stil 
remain in that category under thi 
archaic NAB membership rules. 

1 contend that station representa- 
tives should be recognized by tht 
National Association of Broad 
casters as an integral and vital par 
of this industry, and eligible foi 
full and active membership in the 

Granting active membership tc 
station representative firms would 
not only afford the National Asso* 
.iation of Broadcasters additional 
revenue, but would tap a reservol 
of manpower and broadcast "know 
how" for active participation in 
the Association's affairs that hafl 
been too long neglected. 

The Board of Directors owe h 
to the membership of the NAB to 
make this subject the number one 
item on the Agenda for their next 
board of Directors' Meeting. ■ 


Qnote from ih<- Februar) 1961 Noh three yean and \9 **INTERNATIONAI /<»M 

jasne "I SPONSOR: programs later, I ailed Nations television bai video 

••In. Teasing evidence of the growing involvement of teanu in ili>- Beld throughout the world, ihootini 

US. broadcaster* in every area of public service ... with special material foi the ui ning 1964-196 

ilu innouiK iimiii thai ■ blue-ribbon induatr) com- SPONSOR is happy to contrihute this space to the I S 

mhtee is underwriting a series of ... T\ ipecials «1<-- IU{(»M)< ASTERS COMMITE1 FOR I HI UNITED 

signed to give human-interest treatment to the United NATIONS for having initiated tlii- important boh* 

Nations global activities .. .*' profit project in Internationa] understanding, 




TV stations can secure the "International Zone" 
series, retain prints lor repeat showings and arrange 
for official correspondent accreditation at UN Head- 
quarters on inquiry to 

Mr Tom Shull. Chairman 

U S Broadcasters' Committee lor the United Nations 

230 Park Avenue 

New York 17. N Y. 



r Middle East 

Latin America 


Mr Michael Havward 
Chief. UN Television 
Room 847 
United Nations. New York 

ll!W:l. , l»M!Mi<M. , H 


U. S BROADCASTERS' COMMITTEE FOR THE UNITED NATIONS Thomm B JlHlll, Chj.fnln | »i,moml I W.I DOC ■ rvev-d I 

President. Transcontinental Television. Secretary. Treasurer pj William Kaland. National Program Manager, westingnous* Broa I 

EXECUTIVE COMMITTEE Mrs A Scott Bullitt. President. King Broadcasting Co-pa-, pj Roger W Clipo. VP. Raao and TV ' | 

Murphy. President. Crosley Broadcasting ■ F S Gilbert. General Manager. Iroadca-. ■ ej 

V.P . KPRC-Tv. Houston Post fj C Howard Lane. V P. KOiN Tv. Portland. Oregon gf Donald McGann, Pnw •• - -ouse Broa a 

President. Corinthian Broadcasting Corporation fj A Lou.s Read VP WDSU TV Ne« 0"ea-s la ■ Je^es tcfakWRMa, Gene t N»»^ ■ 

Sinclair. President, WJARTv. Providence. R I ■ George N rs.dent Storer Broadcasting pj p a Sugg Hone-. ■ 

City. OKIa 

Fr*4*r<k A « wge' Found** 


.pr,l 6 1964 


TIME Buying and Selling 

Computer to decelerate 

concept of marketing, says Retry v.p. 

William li. Rohn 

The rapidly increasing need for the 
broadcast media to define their 
effectiveness in marketing terms was 
the theme of the key speech given 
at the dinner meeting of the Ar- 
kansas Broadcasters' Association by 
William B. Rohn, vice president 
and marketing director of Edward 
Petry & Co., Inc., last week. 

Two factors will accelerate the 
use of the marketing concept in 
selling on the part of radio and 
television stations and their repre- 
sentatives, according to Rohn. One 
is the increase in automated retail- 
ing and the vital need to pre-scll 
the consumer in this era of super 
grocery store shopping. The second 
factor is the growing importance of 
the computer in timebuying and in- 
creasing reliance on the part of ma- 
jor agencies upon electronic daia 
processing in their selection of me- 

This trend, according to Rohn. 
not only makes it necessary for sta- 
tions and their sales representatives 
to have and to exercise a greater 


understanding of marketing in their 
approach to selling, but also re- 
quires that more and more demo- 
graphic and market data be pro- 
vided by media for the care and 
feeding of the computers. The logi- 
cal way to cope with this problem 
is for stations to interpret and pre- 
sent their sales story in the market- 
ing terms which fit an individual 
national advertiser's needs most ap- 

"We can no longer be content to 
cope with the already appropri- 
ated dollars," stated Rohn. "We 
must act before the appropriations 
are made. 

"If your national representative 
is to do a creative selling job, if he 
is to be more than a statistical clerk 
playing button, button, who's got 
the cost-per-thousand button, you 
will have to provide him with the 

"Market planners, and indeed 
media planners, should be provided 
with greater knowledge of your 
market, the people you reach, their 
size, shape, habits, peculiarities and 
problems. The advertiser is inter- 
ested in your market only as it 
relates to his problems. If we are 
to sell him we had better do a 
little digging in order to find out 
how we can fulfill his specific re- 

"For the sixties, the ability to di- 
versify your creative sales efforts 
will be most important, in view of 
the heavier competitive sales pres- 
sures. Therefore, the kind of cooper- 
ation you give your national rep- 
resentative in reaching the adver- 
tisers' marketing men may very well 
be the one area in which you can 
do most to insure your maintenance 
of your market's position in their 
planning and your own competitive 
position in your market. 

"Remember this — an advertiser 
takes a good look at your territory 
and his sales or potential sales m it 
lone before he considers allocating 

the budget to advertise there. Medi;! 
decisions are often the last decisiom 
made. But don't assume for a mo- 
ment that they know all the an 
swers. Not about your market. Noj 
as well as you know it. Don't fori 
get they have to rely on men in the 
field to keep them informed. 

"Going up the chain of commanc, 
their information is often fourth 
fifth and even sixth hand. Often it'; 
months old and perhaps even dis- I 
torted a bit by its telling and re-i 

"It is already a must for broad-, i 
casting stations to maintain direc 
relations with local, district and re- 
gional contacts of national adver- 
tisers. It is now also imperative! 
that stations establish a direct lint 
of communications with the deci-l 
sion-makers of these organization?,] 
if the maximum sales potential \-. 
to be achieved. 

"Your national representative j 
should he a vital link in this chain 
He's a missing link if you don'i 
keep him informed." ■ 

Treyz forms 
TV rep firm 

Oliver Treyz. founding president 
of TVB. subsequent president I 
ABC television and most recently 
vice president ol 
Revlon. yester-| 
day announced 
formation of Na- 
tional Television' 
Sales. Inc.. new 
sales rep firm for 
TV stations (seei 
REPORT. P. 8). 
Asso c i a ted 
with Treyz will 
be Jack Mohler. joining from Storer 
Television Sales; 1 om Judge, form- 
er general manager of CBS Televi- 
sion Production Sales; Bob Baa 
former CBS Television account ex- 
ecutive; and John Upston, creator 


/<, ) 

.mil co producei ol ihe award win 
nine Wcstinghousc scries, Careei 
\ tional I clcv ision Sales, ln< . is 
temporarily located at 44 1 I exing 
ton We . New "i oik, until perma 
nenl offices can be occupied in .1 
Midtown building now undci con 
struct ion. 

TV sprinkler pitches 
tie baseball to lawns 

An intensive I \ spot campaign 
nvolving 30 markets has been 
aunched bj Melnor Industries to 
:oincidc with the start ol the base- 
ball season. 

Spots on 33 New York , i ankee 

;ames stress the similar care that 
both a lawn and a baseball field 
humid have during the spring and 
ummer seasons. Melnor is a lead- 
ng manufacturer ol lawn and tiar- 
len sprinklers and watering acces- 

Vfter the initial baseball impact, 
he filmed spots will be aired at day- 
ime and prime nighttime periods 
nd will run into July. 

Melnor's affinit) for tint resulted 
1 the firm's co-sponsorship of triple 
rown racing in 1962 and 1963. 
mith Greenland is the advertising 

"rotters racing on 17 
tations in N.Y. area 

ITie I rotters at Roosevelt Race 
a\ are also going through their 
Eices more than 200 times per week 
n I" radio stations in the New 
ork City-1 ong Island area. 

The radio spots, complete with 
mnds of harness racing at the 
ooscwlt. I.. I., track, are sched- 
ed to run to May. Smith (ireen- 
nd is the agency. 


TV ad campaigns 
Kaiser Foil planning tour-week 
I \ campaign in majoi mar- 
•ts through > oung & Rubieam 
i0 . Ma\ 15 set as promotion start 
Coppertone, Solarcaine, and 
ick Ian via La-Spiro-Shurman's 
■mphis office . . Spring earn- 
in 175 radio markets under- 
> b\ Pontiac, most one-station 
s . . . Bruce B. Brewei han- 
1 0-week spot campaign foi 
ultless Starch Co. 
Hawaiian campaign for tour 

WC< ks ol I \ sp >| Jicd 

foi \ .me starch and Saffola pr< 
ucts \ ia lohnson & 1 W 

ins Brandon bu is for V^ 

ei n \uti' promotion Pi irl Bi 
ing, through rracy-1 D 

buying in southern outside 
oi fexas 

Japan \u line s b< gins radio ». am 
paign in 2<> markets, mainl) u 
I \l \lmk\ is Botsford, ( onstan 
tine & ( i.ndiK 1 ( hemical ( om 
pounds, Inc. buying tune through 
Standard & O'Hern foi its sir 


national \1 I 

tall BChedul I 

I I d tli'in brand 

Delta Airlii 
.■I radio and 1 \ 

World Fair 1 n via 

Burke Dowling Adams BBI> I 

foi Standard < )ii ( 
fornia ["went) I ahem 

markets now spotting \M. I 

I \ commercials handled bj 100 H I 
in Atlanta 










(Nov., 1963 ARB — 6 30 

to 10 00 p m ) 




58 000 


' C " 




.. tho i.. .it. J «** 

Lincoln -Land is now 
nation's 74th TV market!^ 

'i ill lim.:" ili. big I \ in ir k. i- in Nel 

k.i i- in. ;n il prohll III I 1 1< t . in M i - 1 • 

>>iii ii( lln in i- I nii iiln I ml. ' "iiln 

more than hall il" rtati i bayinj 

I in. ..In I in. I i- DOW lli< ' lt f > 

mmrkrt in tit. I S . ba« •! •■■■ lln 

iiiiinlii r "i liiinii - pi i quart) i now i" 
inn. .1. I ■ % . red b) ill ilation* in ihe n 
k. i k< M \ I \ k'.IN I \ •!• liin 
il,. in hoax - boo re « 

"mint" "ii in* lop in irk. i -• !.• .lull 

\-k Ivrrj I (or < amp 
K"'l N I \ k'-l\ I \ 

i l> I »utli I l..r iii.i-l iii'l 

Ni.rlli. r 1 1 K.u 


OUUmii 19 • )'• ::: outs 

iM« n io»n 

mi n 


6. 1964 


Masla reps publish 
a monthly newsletter 

The new Jack Masla & Co. news- 
letter. It's About Time, makes its 
debut with an April issue. The na- 
tional station representative firm 
plans to publish monthly the ac- 
tivities of its "Maslamen" around 
the country, highlighting current 
campaigns and buys. 

Other features include items 
about the firm's stations and station 
men, interviews with leaders in 
broadcasting, and ideas and 
thoughts about the industry. 

Food firm enters TV 
with spots in Chinese 

Television commercials in Chinese 
will be the most unusual facet of 
LaChoy Products' promotion for its 
line of Chinese food products. The 
1 0, 20, and 60 - second spots, 
through Maxon's Detroit office, will 
also mark La Choy's first major 
use of TV. Some radio spots will 
be used as part of the campaign, 
which is scheduled to run until the 
end of the year. 


Kenn Kendrick of KENN Radio, Farminqton. New 
Mexico, says: "On all points of the 'Money Maker' 
quote me enthusiastically." 

Space A & B, East Exhibit Hall 




value of market trips 
The value of market trips and sta- 
tion visits cannot be stressed 
enough, for not only do you "get 
a feeling for the city when you're 
actually there, you have a chance 
to meet and get to know station 
personalities," says Jerry Rettig of 
Grey Advertising. Jerry is timebuyer 
for Ideal Toy, Greyhound, and 
Phillips-Van Heusen, among other 
accounts, and feels his insight into 
his work is enhanced by meeting 
"face-to-face" with the station peo- 
ple he deals with during the course 
of his buying activities. The personal 
touch and the feel to be gotten for 
the market area all add up to "sta- 
tion trips being a wonderful idea," 
he continues. Jerry joined Grey in 
late 1959, coming from a timebuy- 
ing stint at Dancer-Fitzgerald-Sam- 
ple. His stay at IMS was interupted 
by a two-year hitch in the Navy that 
took him to Europe, the Middle 
East, and the Caribbean. This tour 
of duty and the travel it involved no 
doubt has contributed to his in- 
quistiveness and desire for first-hand 
knowledge that enables him to do 
a better job. He received a B.S. de- 

gree in 1955 from New York 
University's School of Commerce, 
where he majored in marketing and 
was a journalism minor. Jerry, sj 
born and reared New Yorker, lives, 
in Manhattan, which enables him tc , 
walk to work each day. In hb 
leisure time he enjoys a good garni 
of bridge. 

Yardley returns to TV 
for 30-week promotion 

After an absence of seven years. 
Yardley of London has returned to 
TV with a heavy schedule of 20- 
sccond spots in 16 markets in a 
promotion for the firm's line of 
men's and women's products. 

The spots continue until July and 
resume in the fall to run to the end 
of the year for a total of over 30 
weeks. Commercials, all in prime 
time in or between top-rated net- 
work shows, were prepared by 
Doyle Dane Bernbach. 

Swank ready for dad 
with June spot promo 

Swank plans a ten-day spot TV 
campaign in June prior to Father's 
Day to promote its Jade East line 
of men's toiletries. The promotion, 
through Shaller-Rubin, will utilize 
at least 150 one-minute filmed spots 
and will mark the first use of TV 

for the firm outside of recently co& 
ducted tests in Atlanta, Los An 
geles, and Detroit. 

Major markets chosen lor thi 
spots include Atlanta, Chicago 
New York, San Francisco, am 
Washington. Additional market; 
may be added before the campaigr 
gets under way. 

Chinese, Spanish mix 
food and sports on TV 

Miami's Hong Kong Chinese res- 
taurant is now one of the sponsor: 
of a new Spanish-language huntinj 
and fishing show aired Sundays or 

Although people may not readily 
associate Chinese cuisine with Span- 
ish tastes. Chinese cooking is quite 
popular with Latin Americans, e»l 
pccially Cubans, who comprise nV 
bulk of the large and rapidly grow- 
ing Spanish-speaking population m 
the smith Florida city. Program i 


itled Km, on </<• ( d\(i \ I'esca and 
i hosted In ( uban born sports 
i.m Vlbcrto ( iandero 

tmong (Ik- show's othei vpi mi 
m, the I .him American division 
i Encyclopedia Britannica recentl) 
eld .1 contest on the program \> ith 

complete set ol encyclopedia in 
panish as the pi ize 

iastman names Burton 
.p. and board member 
William h Burton lus been 
amed vice president and elected to 
ie board ol directors ol Robert 
I astman Co., 
national station 

I li e double 
honor is in rec- 
ognition of Bui 
ton's outstanding 
^4L sales achieve- 

m II? ;* of the ik 

Burton troil office, pres 

i d c n I Robert 
astman announced. 
Prior to joining I astman in l l >bl . 
Ulton had held account executive 

tsts with National Advertising Co . 
pecher-Peck & Lewis, and Kwik 
hine Manufacturing. 

RA to hear Rogers 
station Representatives Assn. has 
inounced principal speaker at its 
venth annual awards luncheon 
pr. 28 in Waldorf-Astoria will he 
he single most influential man in 

• ingress in determining the future 

• commercial broadcasting from 
e standpoint of the broadcaster. 
Ivertiser, and agency" Rep 

alter I Rogers ( [) . lev ). ehair- of House Subcommittee on 
bmmunications and Power and 
inking member of Interstate and 
Ireign Commerce Committee. 

lapiro, two others 
/en new TvAR posts 
Three executive promotions at 
^:on Advertising Represents^ 
s, national station representative 
have been announced b\ 
\R managing director Robert 
Marvin I . Shapiro has been 
led general sales manager. He 
No a vice president of the firm. 

\\ illiam ( ondon has bt i n 
nated to nil Shapiro's form 
era sales managei post ( ondon 
old position as midwest sales man 
agei has been filled with the ,\p 
pointmenl ol Robert M William 

who had been an BCCOUnl executive 

in tlu New ^ oi k offic( 

Shapiro, a 16 yeai broadcasting 
veteran, joined l \ \R in 1961 and 

later that yeai was named to his 

formei post He had been with 
Harrington, Rightei and Parsons 
and before that had been an ac 

count executive foi (Ms ! \ spot 
Sales He has also served as general 

sales ill. in. u\ i with \a < \i i \ 

\ mik • 

had last served as an account 

itive foi the I 
joining 1 1 \R inth 
in 1959 li 
formei post m i 

v\ illiams had been with < BS 
work I \ Sales bcfoi i ■ \l< 

in 1963 Before that, h until 

(US I \ S| S 

1 1 tx .'.in his broadca I 

as an account executive witl n 

R '■ ■ 




To keep the big Pennsylvania 
"middle" market charging ahead-- 
you need WJAC-TV. This is the 
one station that attracts the huge 
"million dollar market in the 

America's 27th largest TV market. 

^^L ~ 

1/ Ml fifi» 

1 kf 



1 HtirmglM. 
I lighter 1 
f Piriwn Im. 




i - , .'■. 





6 1964 



TV's neglect 

President Johnson may be 
ready to recognize the intelli- 
gence of the fair sex, but television 
isn't. At least, not according to one 
woman who's had a good deal of 
success in both the programing and 
advertising ends of the medium. 

Betty Furness came on strong 
for a more realistic TV portrayal 
of women in a recent speech before 
the Columbus chapter of the Aca- 
demy of Television Arts and Sci- 

The former Westinghouse spokes- 
woman on TV and current star of 
CBS Radio's Dimension of a 
Woman's World, Miss Furness 
slammed TV for neglecting the 
"normal" women. On the screen, 
she said, they arc either scheming 
to outsmart their husbands, are com- 
pletely scatter-brained, or non-ex- 
istent (as in TV's motherless fam- 
ilies, My Three Sons and Bachelor 

The TV fixation with inadequate 
women has even reached commer- 
cials, she added, pointing out that 
appliance repair men, grocery 
clerks, and Mr. Clean all tell wom- 
en how to keep their homes clean. 

In addition to a general reap- 
praisal of the feminine role, network 
television could use a good after- 
noon women's interest program. 
Miss Furness said. "Not just a cook- 
ing and sewing show, but one along 
the lines of the old Home show. 

NBC primaries SRO 

NBC-TV posted an SRC) on its 

coverage of the upcoming key pri- 
mary elections with the sale of half 
the package to Standard Brands (J. 
Walter Thompson). Included are 
primaries in seven states and the 
District of Columbia with a series of 
five special telecasts between May 
5 and June 2. Benrus Watch (West. 
Weir & Bartel) has already bought 
half sponsorship in the primary se- 
ries, in addition to 31 other NBC 
News TV specials dealing with the 
conventions and elections. 


off women 

It need not be as elaborate, but it 
should give women credit for some 
intelligence and their important 
contribution to all areas of modern 
life." ■ 

WABC-TV swings Crane 
to 5 nights a week 

With radio talk shows all the rage 
in New York these days (SPON- 
SOR, Mar. 16, page 52), the ABC- 
TV flagship has expanded its pro- 
graming in that area. Les Crane, 
whose somewhat controversial dis- 
cussion program had been aired 
Saturday and Sunday mornings at 
1 a.m. and afternoons (1:30-2:30 
p.m.) five days a week, is now on 
with five late-night shows weekly. 
Station's afternoon schedule has 
been reshuffled: the network feed 
of Tennessee Ernie Ford has been 
moved up to 12:30 p.m. and a new 
feature film showcase called Movie 
at One runs from 1-2:30 p.m., Mon- 
day through Friday. 

NBC posts SRO sign on 
a more fall programs 

Jack I'aar and Saturday Night at 
the Movies are all locked up for the 
'64-'65 season. The I'aar sponsor 
picture has been roundel out with 
buys by Polaroid (Doyle Dane 
Bernbach), Green Giant (Burnett) 
and Hertz (Norman, Craig & Kum- 
mel). Earlier orders were received 
from Speidel, P. Lorillard, and 
Block Drug (SPONSOR. Mar. 23. 
page 33). 

Union Carbide (Esty) and Pola- 
roid bought into Movies, bringing 
to 1 2 the total sponsor roster on 
the two-hour Saturday night series. 

In other NBC sales, Allen Prod- 
ucts of Allentown, Pa. (via Weight- 
man of Philadelphia), lias placed 
its first network TV order lor a 
summer campaign lor its Alpo 
"100 meat dog food." Buy is for 
the Todav and Tonight shows from 
June through August. American 
( \ anamid ( Dancer-Fitzgerald-Sam- 
ple) bought Today's special two- 

hour telecast Apr. 23 (7-9 a.m.) c| 
the opening day at the New Yon 
World's Fair, plus a series of hj 
hour weekly originations from th 
Fair every Friday (8:30-9 a.m. 
starting May 1 and continuin 
through October. Wilson Sportin 
Goods (Campbell-Mithun ) will b 
back for the fourth straight yea 
and Goodyear Tire & Rubbe 
(Young &. Rubicam) for the second 
to sponsor two of NBC's major go] 
tournaments — the 12th annus 
Tournament oj Champions (May 3 
4-5:30 p.m.) and the 64th annus 
National Open Golf Championshi, 
(June 20, 4:30-6 p.m.). 

Rust Craft flagships 
name top executives 

Ed J. Freeh of Fresno is thi 

new assistant general manager o 

WSTV (TV) Steubenville. He wa 

formerly presi 

dent and genera 

manager o 

KOUT. Lake 

Tahoe, and pri 

or to that sen! 

a s executive 

v i c e presiden 

and genera 

m a nager o 


Freeh FM & TV ) j r 

Fresno. Calif. 

WSTV radio has tapped Williair 
B. Chesson as promotion-publicity 
director. With the station sinct 
1959. Chesson has been sports di- 
rector since 1961 and will con- 
tine to serve in that job. 

CBS-TV O&Os plan 6th 
public affairs swap 

The CBS-owned TV stations wil 
launch their sixth annual Pub- 
lic Affairs Program Exchange \iv 
18. As in the past, each of the sta- 
tions contributes 20 half-hour pro- 
grams of a local public affair- 
series for broadcast by all the other 

This year's scries and producing 
stat ions are: The American Masicd 
Theatre (WCBS-TV New Yorij 
Sum and Sustance (KNXT Los Alh 
geles); Science Unlimited (WBBBi 
TV Chicago): Love to Head 
iWCAU-TV Philadelphia): and 
Food lor Fan (KMOX-TV St. 
Louis. ) 

Through the exchange, each sta- 


lion broadcasts two hours a week ol and cultural pro 
trams I he firs! Public Affairs l'io 
gram ' nchange began in 1959 with 
thuv ( hs o&o's exchanging series 
ou i .1 13 week period, I he ex 
change was expanded to include .ill 
five stations m i*>m> and increased 
to 20 weeks in 1961. rhis is one of 
Dree exchanges conducted b) the 
ofto's during the yeai I he others 
lie Repertoire Workshop, a 35- 
wreck series designed to encourage 
local talent, and International Hour, 
involving the CBS owned stations 
and overseas broadcasters 

Video tube sales off 

Electronics manufacturers not 
only see no relief in sight from 
crippling foreign competition, but 
their sales continue a Stead) decline. 
I I \\ Marketing Services depart- 
ment reports that factory sales ol 
both IV picture and receiving tubes 
were down this January. 

I \ picture tube unit factor) sales 
amounted to 788,973 in January 
l l >M. compared to 890,246 the 
pre\ ious January . 


"don C (Bud) Penti of KWBE R.idio B«a»ric» 
tbrjikj uyv W« r« not n«w jt bu»inq library 
• r»ic«; w« y» had a numbir of th«m olut jomt 
ft th« bandifi who com* thru' tdlinq recorded 
lommcrciali.' So when I say CRC it the finejf 
|'»« »»tr s««n or used I f««l that maant a lot." 

I pace A & B, East Exhibit Hall 


New KTVT facilities 
provide for color 

Coloi will be included in the 
new transmitting facilities ol Ki\ I 
I t Worth Dallas 

Station lias gotten an I < ( 

ahead on a new tOWCr, 500 feel 

taller than the present oik in the 

Meadowbrook section ol I i Worth 

I his one w ill go lip at ( tdai Mill 
m Dallas County, the tallest point 

m North I exas available foi I \ 
transmittei construction. It will be 
constructed to maximum height al 
lowed by the Federal \v iation Au 
thority, 2.34 l > feet above sea level. 

Service is expected to begin with 
the lieu equipment b\ Vug. I . 

In Baltimore, where work is in 
progress to raise by 270 feel the 

candelabra lowci which supports 

the antenna o! all three I \ Ma 

t ions, WJZ l\ has broken ground 

for renovations and additions to its 

building. Expansion will .^\d neai 
l\ I 1,000 square feel ol new space. 
with target date foi completion late 

■\ new engineering office will 
be constructed adjacent to existing 
facilities. \n open court between 
the present engineering area and 
other oil ice space will be filled in 
to become the new \\ 1/ l\ "film 
wing," a facility winch will include 
not only motion picture and office 
space, but a darkroom lor the pro- 
cessing of still photographs. I he 
most significant area ol expansion 
will be construction ol a new two 
stor\ addition. 

Ernest Stern dies 

Ernest I Stern. 48, directoi ol 
press information, Hollywood, ( H^ 

IV. died ol a heart attack M 

\lter World \\ ar II. Stein joined 

Radio- 1 \ Daily, serving in various 
editorial positions tor five years, in- 
cluding associate editor oi the R 
dio Annual and I \ i carbook. In 

1950 he joined \H( Press Infoi 
mation Department as copy chief, 

becoming trade news editor in S 

tembei 1951, acting publicity man- 
ager in 1953, and publicity man- 
si the following vear In l l >.^> he 
moved to Hollywood as director ol 
advertising .\n<.\ publicity foi \B 
Western Division Stern joined < Hs 
l\ in November 1959 as director 
of [Hess information, Hollywc 

Put your thumb 
on the whole 
Sioux Falls 
98-county market 




KELO-LAND TVs three 
transmitters, operating as ONE 
station, give you complete, 
instant coverage of this whole 
major market! 284.8000 tv homes 
And more of then watching 
KELO-LAND TV than all other 
stations combined 


/kH @U#o 

KELO tv • KOLO-tv • ma tv 

m run , rwiiiiH 

Uft| ftMtMB* vice -Fm* 
RVCWftMlM MtiCttMly Vf IMI 

*tlt$ ky m*jm Ivan 

• pril 6, 1964 





7TEEVEES! If you have acts 
lo grind, Story Board will be 
glad to print your gems. Just 
mail 'em to WTRF TeeVees 
Editor, Wheeling 7, West Vir- 
ginia. The TeeVees game is 

wtrf-tv Wheeling 
Ha waxes superlative (Father Knows Best) 
No comment (You Don't Say) 
David in D. C. (Our Man in Washington) 
Think Camp (Concentration) 
No golf course (Missing Links) 
Theory of evolution (Missing Links) 
Symboled foyer of the infamous (Hallmark 

Hall of Fame) 
Physicians and surgeons (The Doctors) 
Spy game (Espionage) She's a nut (Hazel) 
Rugged and prepared exhibition (Ruff & 

Reddy Show) 
Second evening at the cinema (Monday Night 

at the Movies) 
Ding-dong ring-up time (Bell Telephone Hour) 
Chet chat David data account (Huntley Brinkley 

Verbatum (Word for Word) 
Fact or effect (Truth or Consequences) 
Honesty or travesty (Truth or Consequences) 
Veracity or efficacy (Truth or Consequences) 
Inmate outings (Fugitive) 
Paarless barbed ire (That Was The Week That 

Corn on the macabre (That Was The Week 

That Was) 
Deriders Digest (That Was The Week That Was) 
Scarlet skinnybone display (Red Skelton Show) 
Kim's father (Mr. Novak) 
Old man who lives on a shoo (Ed Sullivan 

In the good ole summer time (any summer 

Thanks for the last three TeeVee goodies go 
to Chicago's Paul J. Quaiver. 
Wheeling wtrf-tv 
and Company is our national rep. Just ask 
any Petry man for all the answers on the 
WTRF-TV Wheeling/Steubenville impact! 





Stan Foreman, Manager of KHOK Radio, Hoquiam, 
Washington says: "Not only have the CRC iinqles 
qiven us the big market sound, the CRC Money 
Maker Series has opened up many new accounts 
to us thru custom and quality presentations . . . 
To sum it up, WE LOVE OUR CRC SERVICE." 

Space A & B f East Exhibit Hall 


Bright 64 picture 
painted for ABC 

Pauley tells radio network's affiliates 
of 38% gain in segmented sales last 
year over 1962. with first quarter of 
1964 ahead 26% over 1963 period 

Segented sales figures for 
ABC Radio last year were 
38% higher than for '62. affiliated 
station representatives were told by 
network president Robert R. Pauley 
yesterday (5) at a pre-NAB Con- 
vention meeting in Chicago's Con- 
tinental Hotel. 

He also painted an optimistic pic- 
ture for 1964, noting that sales 
are up 7.6 in the first quarter this 
year over the same period in '63. 

Earl Mullin. ABC Radio v. p. in 
charge of station relations, spoke 
about the network's "vastly im- 
proved clearances" and its "con- 
tinued healthy state," pointing out 
ABC now covers, "with a top-level 
signal, 96.1% of all U.S. radio fam- 
ilies." He said this improved cover- 
age picture "coincides with a re- 
duction of total affiliates from 423 
a year ago to 417 today," made 
possible through "the addition of 
several high-powered facilities and 
a careful geographical placement. 

Pauley's report also touched on 
the beginnings of the recently estab- 
lished Program Feature Service, in 
which programs are created specifi- 
cally for sale on the local level. He 
said that through renewed promo- 
tional efforts in reaching stations di- 
rectly, such programs as Dr. Joyce 
Brothers have enjoyed new suc- 
cess. "In the last two weeks,'' 
Pauley noted. Dr. Brothers has been 
sold in seven new markets." 

The ABC Radio president, in ad- 
dition, discussed continuing efforts 
under John A. Thayer, Jr., the net- 
work's new programing director, to 
co-op a new drama series this year. 
"Although we had been confronted 
with problems finding writers fa- 
miliar with modern radio tech- 

nique," Pauley said, "we have over- 
come these problems and will be 
ready to start in June." He added 
that initial plans to air the drama 
scries 55 minutes a day had been 
changed to 25 minutes, Monday 
through Friday. 

Jn sports, he reminded ABC Ra- 
dio affiliates their exclusive airing 
of the Cassius Clay-Sonny Liston 
championship attracted more than 
75 million listeners, which he said 
was a record for any single com- 
mercial entertainment program in 
broadcast history. 

Turning to the network's news 
coverage, Pauley said: "The year 
1963 was one of the biggest news 
years in our history. Radio, more 
than any other communications me- 
dium, and ABC Radio, more than 
any other network, lead the way. 
Radio's coverage of the tragic events 
surrounding the assissination of 
President Kennedy was not only 
thorough but unbelievably immedi- 
ate. And ABC Radio was the first 
network, by several minutes, to 
bring the shocking news of the at- 
tention of the American public." 

In line with this, WFAA Dallas 
received a plaque as one of ABC 
Radio's first annual awards for 
"contributions to broadcasting," 
which read: "For disinguished 
service to the American people and 
to radio broadcasting during the 
tragic events following the assassi- 
nation of John Fitzgerald Kennedy, 
35th President of the United States, 
Friday, Nov. 22nd through Mon- 
day, Nov. 25. 1963 . . ." The plaque 
was accepted in behalf of WFAA 
Radio by Mike Shapiro, vice presi- 
dent and general manager of WFAA 
Radio and TV. ■ 



Vlso receiving Ihe network 
■wards were Rep < >ren Harris (D., 
\ik ). chairman ol ihe I louse Spe 
cial Subcommittee on Investig 
lions, and ( 'ities S( i\ ice < HI ( 'o In 
addition, each congressman on the 
eight-mcmbci House unil were 

n citations. I hey were honored 
foi "causing investigation directed 
toward the improvement" of "cei 
lain audience measurement sen 
ices " 

I he award to Hams read ". . . 
I exceptional service to radio 
broadcasting during 1963 l nder 
the chairmanship of congressman 
Oren Harris ol Arkansas, the House 
of Representatives' Subcommittee 
on Investigations ol the Committee 
on Interstate and Foreign Com- 
merce has with diligence, integrity, 
and thoroughness, been instrumen- 
tal in rendering with clarity and 
precision the inadequacies in cer- 
tain audience measurement services, 
and causing invstigation directed 
inward their improvement. 

■Such services being a maun fac- 
tor in the programing, advertising, 
and sales of the radio medium, the 
\r>( Radio Network Awards Com- 
mittee has ordered this plaque to 



Kilm«r. General Manaqtr of K-TTT Radio 
nbut. Ntbrjika iayi Your library is qrtal 

w» ti* »try haBDV ■ - 

ce A & B, East Exhibit Hall 


be struck, and ; I i" ch 

man Harris .is ihe | ncithei 

broadcastei not -^\\, 
rendered the most significant con 
tribution to radio broadcasting dui 
the yeai I9( 
l he award to < ities Servici 
foi the "most creative commercial 
In an \M( Radu> advertise) dui 
1963," accepted b) representatives 
of the I uls. i based company and 
its .^\ agency, I ennen A Newell. 

In addition, citations were pre 

sented to representatives ol Pepsi 

Cola and BBDO, foi tit "bCSl 

commercial jingle;" ( ampbcll Soup 
i \ 8 Juice ) and Vcdham. I Ouis A 

Brorby, for the "best dramatized 
commercial;" and Mennen < 

( Sol' Stroke | and W arwick & I 

ler, for the "best straight copj com 
meicial " 

Pauley, in making the presen- 
tations, said the awards are 

one method In which "a network 
can show its gratitude ^u^ recogni 
lion to persons and groups who have 
helped better broadcasting through 
their efforts " 

During the meeting, attended by 
some 500 people VB4 Radio's on- 
air personalities were presented in 
a 30-minute showcasing, the first 
time the network has ever presented 
a show for its affiliates Participat- 
ing in the revue were Breakfast 
Clubbers Hon McNeill, Fran Alli- 
son. Sam Cowling, Mar) Jane 
1 uckett, Bob Newkirk, Eddie M< 
Keon; Flair Reporters Bett) VI- 
ams, Jim Harriott, and Charlie ( h 
cood. news commentators Edward 

P Morgan, Paul Harvey, Alex 

Van Horn, and Don Mien; sports 
commentators Howard Cosell, I om 
Harmon, and Les Keiter: and Dl 
Joyce Brothers and Norman Kraeft, 
hosts of their own shows 

Ihe revue, a "tribute to affiliates" 
through sketches and song, was 
produced b) William MacCallum 
and directed In Warren Somcmllc 
anl Cliff Peterson. It was written 
b\ rriva Silverman, of the current 
Downstairs at the Upstairs res lie 
in New York, and music was pro- 
sided b> Eddie Ballantine and ■ 
15-piece Breakfast Club OTChesI 

Heading the delegation of Ameri- 
can Broadcasting - Paramount I 
atres and \H( executives attending 
the session was \M Pi president 
Leonard H Goldenson. 

Twin Citians 
get their 
traffic reports 


from the sky 

on WLOL's 

exclusive, prize- winning 



just think 

u /fit you can di> 
u itli a radio station 
like this, 
in selling the 

Tu in ( it it s 

Radio around the c/ock • 5.000 Woftj 



Vpril 6, 1964 



Inch succeeds Harper 
as NBC-Canada chief 

James T. Inch, vice president, 
sales, of NBC-Canada Ltd. since 
he joined the unit in 1960, has been 
appointed vice president and general 
manager, succeeding George Harper 
who resigned recently to start his 
own business in Canada. 

Inch was a sales representative 
of MCA from 1958 to 1960, and 
for six years before that he had his 
own insurance agency. From 1949 
to 1952 he was advertising manager 
of Canadian Gypsum. 

A subsidiary of NBC, NBC- 
Canada Ltd. operates under the En- 
terprises Division, with main offices 
in Toronto. It functions as a distri- 
butor of TV programs in Canada, 
and as producer of live programs in 
that country. 

Blechta NSI director, 
operations to N.Y. 

A. C. Nielsen Co. is moving the 
operating management of its Station 
Index Service to New York in "first 

of scries of sweeping changes de- 
signed to make NSI more flexible 
and truly responsive to needs of ad- 
vertisers, agencies, and broadcasters. 
announces Henry Rahmel, exec v. p. 
of Nielsen's research division. NSI 
is Nielsen's local TV research serv- 

Shift- involves naming of NSI 
eastern division v. p. George E. 
Blechta as director of NSI, continu- 
ing to headquarter in N.Y., and ap- 
pointment of NSI central division 
v.p. William R. Wyatt as national 
sales manager, moving from Chi- 
cago to N.Y. NSI v.p. John K. 
Churchill continues as administra- 
tive coordinator of NSI service and 
remains in Chicago. 

Reeves launches new 
heavy-duty TV tape 

Said Edward Schmidt, director of 
research and engineering for Reeves 
Soundcraft, "It is almost impossible 
to distinguish the base from the 
oxide side." What Schmidt was 
talking about is a new version of 
Reeves Soundcraft Tape, produced 
by a process the manufacturing 

firm calls Micro-plate. In field tests, 
according to Schmidt, the new tape 
"exhibited a tape life of over 700 
passes without sign of deteriora- 
tion." The tape's smooth surface is 
thus claimed to give longer tape life, 
longer head life, and a better TV 
picture in its use in TV programs 
and general commercial production. 
Because of the number of tape 
users and broadcast engineers sched- 
uled to attend the forthcoming NAB 
convention. Reeves officials plan to 
showcase the new tape at the com- 
pany's NAB display. 


Seven Arts signs Midwest buyer 

Riding the crest of Station interest in post- 1950 pictures is Seven Arts, 
which recently signed WTCN-TV Minneapolis as a feature customer. 
Seen above, general manager Art Swift of WTCN-TV (center) signs 
for .i package of SA's Warner Kros. and 20th ('entun-l'ox releases, of 
which almost half are titles available for local colorcasting. looking on 
are WTCN-TV program director Mort Koseuman (left) and SA's 
Midwest Division sales e\ec Othur Oliver (right). SA regularl> promotes 
station buys to agencies. 



RCA equipment outfits 
new ETV facility 

Recently equipped by Radio 
Corp. of America with some of the 
latest TV apparatus (valued at ap- 
proximately $500,000), Brooklyn 
College is now the proud possesses 
of a new S4.5-million TV center 
that includes six RCA cameras, two 
video tape recorders and complete 
control room setup, and two TV 
film systems. 

Among the speakers present for 
dedication of the center was Don- 
ald H. McGannon. Group W 
(Westinghouse Broadcasting) presi- 
dent, who discussed "The Best of 
Both Worlds" — the close and warm 
cooperation between commercial 
and educational TV broadcasters. 

Under the direction of Dr. Eu- 
gene S. Foster, the center will pro- 
duce videotaped instructional ma-' 
terial for on-campus use; programs 
for New York's non-commercial TV 
stations WNDT and WNYC l\ 
and items for use h\ National I du- 
cationa] Television (NET). 





Victor A. Bennett, chairman of 
Pritchard, Wood, elected to board 
ol directors of the British-American 
Chambei ol Commerce in Nevf 
York Since last < October he has 
been chairman ol marketing, adver- 
tising, public relations, and related 
services committee of the Chamber, 
which was formed under charter ol 
the I niicd Kingdom Board oi I rade 

in 1920 to promote trade between 
lie U S. and the British ( 'ommon- 

Peter V. Emerson appointed mar 
ceting manager of the Food I'rod- 
ICtS 1 > i \. . I he Borden Co. He will 
landle the sales and advertising pro- 
-ams for the grocer) and cheese 

J. Robert Stassen named presi- 
ent of North Central Life Insur- 
QCC Co., St. Paul. Theodore San- 
•orn named chairman of the board 
nd chief executive officer. Stassen 
as been with companj since Au- 
ust I mm) as agenc) supervisor for 
S credit insurance department San- 
orn spearheaded formation ol 
ompatn in 1^60 as a holding com- 
an\ that owns and manages a 
roup of insurance companies and 
iiitual fund sales companies. 

Dr. John Madigan joined Zenith 
adio Corp. as division chief in the 
>lid state research group. He was 
>rmcrl\ a senior scientist at the 
1 Ingersoll Research (enter 
Borg Warner Corp. 


Chester Nygren and Jerome 
mpler promoted respectivel) to 
wl> created posts o\ supervisor 
production and supervisor of traf- 
and forwarding at Kudner Agen- 
B ith have been in agency's pro- 
ction department 

John C. Monks, account super- 
ior at led Bates, appointed agcnc\ 
e president. 

Alfred Fleishman, senior paitnei 

ol Reishman I lillard, elected pi i 
dent ol the board ot directors >•! the 
Jewish Federation of Si I ouis foi 

1964 He is also chairman ot the 
board ol the Media ( lub. men: 

of the executive board, st I ouis 

aiea ( ouneil. BO) Scouts o| \n 
ica; and serves on the public 

lations advisory council oi the l s 
Brcucrs Foundation. 

Hovey Larrison, agenC) radio I \ 

director, named creative directoi 
Conklin, Labs & Bebee \dvertising 
and Public Relations. Syracuse I wo 
other agenc) promotions are Jay 

J. Garbutt, senior art director to 
manager ot the ait department, and 
Matthew Ricciardi, copywriter, to 
media research director. 

William Grisham joined (amp 

bell-Mithun. Chicago, as ,i copj 
group head He was former!) 
Young & Rubicam, New 'N ork. in 
charge oi special creative project! 

Donald Brant appointed vice 

president in charge of package goods 
accounts lor Rumrill ( New 
N ork. He was former principal in 
the (root & Brant agency, joining 

Rumrill as a vice president and 
count supen isor in I 1 "' I 

Alfred R. Sanno named vice pres- 
ident in charge o\ the media de- 
partment of McCann - I nckson. 
Vw ^ ork. Since joining agenc) in 
1953 he has served as print SU| - 
\isor. broadcast supervisor, ass 
ate media director, and director o\ 
media planning. 

McDonald Gillespie elected \ ice 
president o\ BBD<> Me has been 
with agenC) since l l M4 and in addi- 
tion is agenc) director, management 
supervisor, and member of th< 
Utive committee 

William F. Allison transferred to 

the Houston office of Ketchum. 
MacLeod \ Grove from Pittsburgh 
headquarters, to supen itlv 

acquired I e i N itiona] Bank 
Commen int. 

Robert P Hurl' y 
named VICC pi 

troil H mII contii idling 

Pittsburgh Painti I > PPl 

I incoln National I 


C Ray Canady 

uniet markets . 
i' nold Mel < 

TIME buying & selling 

Or v A R 
point Mayer 
Mike) Levinfon 
as ; man 

rt \1 M 

ing dir< 

the station 

II. will 
' under direction 

• I ; II iiiian. marketing am' 
search vice president 


Donald J Quinn, d i na- 

tional sales. KK( > < B 
casting, appoints I J ( aiison 
and I ionel I urst .ts national sales 
executives tor radio and telev 


Rob* • 

to *- - - 

jl'»ad» * '»<i»ii 


Space A & B. East Exhibit Hall 


rl 6 1964 



Donald Joel 
Janson joined 
the Television 
Sales Develop- 
ment Depart- 
ment at Peters, 
Griffin, Wood- 
ward. Prior to 
this he was with 
Dancer - Fitz- 
gerald - Sample; 
A. C. Nielsen 
Co., and was a member of the 
sales staff of station KOCW-FM 

CBS Radio Spot Sales appointed 
Ed O'Berst as sales manager of the 
representative firm's Chicago office, 
it was announced by Maurie Web- 
ster, CBS Radio vice president, and 
general manager of CBS Radio 
Spot Sales. 

J. Larre Barrett named manager, 
sales service, central sales, NBC, 
Chicago, it was announced by Angus 
Robinson, vice-president, central 
sales, NBC. 

Robert L. Dudley elected execu- 
tive vice president of the Meeker 
Co. He joind the company in 1957 
as an account executive. 


Ed Guss, Mjmiqer of WGVM Greenville. Missis- 
sippi, says: "We have found the CRC Library 
excellent in concept and production and have 
used it successfully in makinq several presentations." 

Space A & B, East Exhibit Hall 



Kcttel-Cartcr, Boston, announces 
the appointment of John D. Kettel 

to vice president. 

Carroll Lay- 
man to manage 
Roger O'Con- 
nor, Inc.'s, Chi- 
cago office. He 
is former vice 
president and 
central division 
manager for 
Har r ingt on, 
Righter & Par- 
sons, and was 


also an account executive in the 
Central Division of ABC's Radio 
and Television Network Sales. 


Joseph L. 
Stern named di- 
rector of Engi- 
neering for the 
CBS - TV Sta- 
tions Division, 
and will serve 
as consultant to 
division man- 
agement and the 
technical direc- 
tors of the five 
CBS-owned TV stations on all en- 
gineering matters. 

Robert Bennett, vice president, 
announces appointment of Michael 
Volpe, formerly merchandising man- 
ager, KTTV, Los Angeles, to ac- 
count executive in the sales depart- 

James H. Wood, Jr., and Greg- 
ory Harbaugh have joined WBAL- 
TV Baltimore as account executives 
on the sales staff. 

Hugh Benson returns to Warner 
Bros, to assist William T. Orr, vice 
president, in the administration of 
the studio's TV station. Richard 
Bluel and Dick Linkroum also joined 
the TV department to work along 
with Michael Meshekoff. who has 
been for some time with the studio 
in Burbank, Calif. 

Sol Saks, creator of mam comed\ 
series, signed with CBS TV as exec- 
utive producer of Comedy Programs, 
Hollywood. As well as supervising 
all comedy programs originating in 
Hollywood he will create one pilot 
a year for the next ten years. He 
previously produced such comedy 

programs as "The Eve Ardcn 
Show," "My Favorite Husband," 
and a new series for next season, 

Ernest G. Byrne named assistant 
program manager of KPIX San 
Francisco. He comes to Channel 
5 from the United Kingdom, where 
he was program controller for Tele- 
du Cymru (Wales Television Net- 

Dick Taylor Hollands appointed 
administrative assistant to the gen- 
eral manager of WTVJ-Miami. He 

was formerly director of personnel 
of Triangle Publications, radio- 
television division. 

Perry Smith, who has served with 
NBC sports for 11 years, appointed' 
director, sports. He has been man- 
ager of sports for the network since i 
last September. 

Bernard L. Kowalski and Bruce 
Geller named producers of "Raw- 
hide," on CBS-TV, effective with 
start of new season in September. 
They have jointly produced episodes 
of "The Dick Powell Theater" and] 
"Four Star Theater," written and 
directed such TV series as "The 
Westerner" and "The Rebel." 

Don S. Flanders promoted to op- 
erations/production manager for 
KXLY-TV Spokane. He has been| 
with the station eight years, most 
recently as senior announcer. 

Ronald Woods named merchan- 
dising manager of KTTV Los An-i 

geles. succeeding Mike Volpe. pro- 
moted to account executive for the 

Lloyd B. Forrest promoted to sales 
manager of WLWC Columbus, O., 
replacing Richard Reed, who moves 
up to general manager of the station 
to succeed Walter E. Bartlett, now 
in charge of TV for Crosley Broad- 
casting and based in Cincinnati. 
Forrest has been WLWC account 
exec since '55. 


Col. Richard F. Whitcomb ap- 
pointed commercial sales manage! 
o( WDHA-FM Dover. N.J. Prjot 
to this he has been associated with 
Picatinnv Arsenal. Thickol Chemi- 
cal Corp.. and Hercules Powdei 


F. Melville Green, onetime M!( 

sales service manager, died Mai 23. 
II. was with NBC from 1927-1949 
when he moved to si Augustine, 
I l.i in operate .1 tourist court I atei 
he .1 salesman foi w I' I \ West 
Palm Beach. 

Larry Coy added to Kl R( San 
I rancisCO sales stall as all account 
CUtive Prior to joining KFRC 
be was sales manager at ks \^ 
San Francisco. 

Nicholas D. Newton joined the 
sales department ol wins Vu 
York as account executive. For the 
past year he served .is sales managei 
o( lw Broadcasting Syracuse 

Bill Nelson, will I Huntington, 

L.I. director oi public affairs, named 

hairman of the 23-member 

Nassau C"ount\ Committee on the 

Handicapped Me has previousl) 

served as chairman ol the commit- 

ee's public attitudes subcommittee. 
The committee is headed b) V Wil- 
1.1m I arson. 

Joel M. Thrope named general 
lanager of Louisville's w \K\ Ik 
joined the station in I l >ti2 as com- 
.•rcial manager. 

ol the 1 nitcd Press International 
Broadcast! 1 s \ssn ol M 1 u hu- 


George B Sforer, ami 

chiel exec officei ol Stort 1 Broad 
casting, elected president and chaii 
man ol the executive committee ol 
\l ami Heart Institute, non profit 
hospital devoted to cardiovascular 

care. In conjunction with his sister. 
Mis J Harold Ryan, he donated 

the Mabel Moziei Storer PaviUion 
tot chronicallj ill patients to the 
Institute llus full) equipped thre< 
sioi> building is named in the mem 
orj of then mothei 


Gerald S Corwin and Jerome Lee 

joined sales stall of Westhampton 
Films. I he formei makes Minne 
apolis the headquarters for his mid- 
western activities I ee becomes the 
west coast representative, headquar- 
tering in I os Angeles 

Mrs. Ruth Hendler to MP<> Yid- 

eotronics as administrative coordi- 
nator and manager ol office opera- 
tions and personnel She was pre- 


II E L«* Gluqow • .11 I'd O' 

MiMqtr of WACO Wico !•■«■. 

xlutbl* In mjkinq lain »ll>«cUII» lo &-*«d N 

-t» II It on* ol th« b«i* - ■ d« 

• «lop»d for lr>« r*dlc 
.ibt pi 1 

Space A & B. East Exhibit Hall 


Marlin D. Schlortman appointed 

les manager of WDGY Minne- 

ipohs St Paul He has been with 

he Stor/ station since 1961 as an 

iccount executive. 

Joe O'Neill, newscaster, named 
urogram director of WQMR- 

GA^ I M Washington. D.< 
smce joining the station in 1962 

ic served as announcer, newsman 
ind public relations director. 

Charles Webster joined (iroup 
A Nevi York, as manager, press 
elations. For the past three years 
ie was director of television publi- 
il> for Rogers \ Cowan m 1 OS 

Peter Kadetsky appointed to the 

BZ sales staff, Boston He was 

mnerl) regional radio 1 V repre- 

sntative for the Harrj Wheeler Co. 

nd the Kettell-Carter Co. 

Art King, public affairs director 

I W| I I (liS Radio Boston and 
ell known New England broad- 

ister. retired Apr I after more 
Ian 2" wars of service He joined 
ie station in 1937 as an announcer 
id sportscaster. Since then he 
•r\ed as production director and 
CWS director. He is a past president 




Get a great jingle, that's how. From 
Studio Ten productions. 
Studio Ten is new. and young, and 
vigorous. Studio Ten has an outstand 
ingly creative talent team. Studio Ten has 
really big facilities. Plus the best equip- 
ment in the business. 
Studio Ten is already gaining an enviable 
reputation for reliability. 
Tear out this page, send it to Studio Ten. 
and you'll get your very own jingleman 
by return mail. No obligation, except to 
listen to him for five minutes. 
We'd like your business. How about i 




• 6 1964 

1 1 5 



The Rifleman 

• • • shoots up 
rating records! 

actually outdraws network tel- 
evision's highly touted news 
pair (on another station) by 2 
to 1. 

Want another sure shot? 
peaks with a whopping 40% 
share of audience. 

Local and lively programming 
like this scores amazing gains 
for WKOW-TV throughout the 
week! Ask your Adam Young 
salesman for one-minute avails 
in this power-packed Ch. 27 

Source: Nielsen Station Index rating estimates. 
Nov. '63. 

viously office manager and person- 
nel director of Fletcher Richards. 
Calkins & Holden. 

Walter (Dan) Davison promoted 
to newly created position of assis- 
tant to the president of Morton J. 
Wagner Co. The company pro- 
duces and sells audio services to 

Joe Cramer signed as director of 
business affairs for UPA Pictures. 
He comes from CBS-TV, New 
York, where he served as special as- 
signments administrative production 
control supervisor. 

Clyde Skeen elected to new post 
of executive vice president and 
chief financial officer of Ling-Tem- 
co-Vought. He was also named 
chairman of the newly formed fi- 
nance and controls committee. 

Fred R. Frank, Jr., appointed 
southern sales manager for Em- 
bassy Pictures' television depart- 
ment, headquartering in Miami. 
Frank has specialized in the south- 
ern territory the past 15 years, rep- 
resenting major companies, includ- 
ing National Telefilm Assoc. 

Irv Turvey appointed sales engi- 
neer of SOS Photo-Cine-Optics, as 
western manager covering the 13 
western states including Alaska, Ha- 
waii, and Western Canada, head- 
quartering in Hollywood. He for- 
merly was a director of photography 
at KSBW-TV and KOLO-TV^Reno. 

Lewis T. Harris, formerly of Alex- 
ander Proudfoot Management Con- 
sultants, appointed research man- 
ager of Russell Marketing Research, 
in charge of scheduling and control- 
ling internal operations. 

' ^^^^1 John D. Cur- 

f^k tin, Jr., appoint- 

ed manager of 
f Black, Sivalls & 
"^ **!' Bryson's fila- 
ment structures 
division at Ard- 
^^W^ / more, O k 1 a ., 

^L^^R^^ which 
^k <■ ^ glass t i 1 ii- 

^ in e n t wound 

Curtin products (poxy- 

glas). For the past two and a half 
years he has been manager of 
BS&B's automation equipment di- 
vision. Tulsa. 

I we offer. . . 


H •personal attention 
^•effective merchandising 


value-plus rate plans 








Ed Lovelace of KOGT. Oranqe, Texas, says: "Whilt 
we are a small market station, the help from your 
service has enabled us to qet accounts that w« 
never had before, and has given to the commercial 
content of our station a biq market sound." 

Space A & B, East Exhibit Hall 



c^ courqq mq promoting ana aci'c iopir.q 
fr^cr ican ideals cTTrccdon: a»7 ^. 
dci rotcdfcrincc to the nation and I 
communities sc rued 'oij it 

< ... ■ .jkgs&S taii&tt c&z ■ 

Sndiana polis . vndian a 
lias Vccn^rc^^tcd^a 

£ e&s> tor the TL|£ar_ 


5/yie @oiwnittea ojSawapds 


We are extremely proud to receive the coveted Alfred I. dul'ont Award lor 1968. This oationa] award. 

presented to WFBM Radio for its awareness of the social and political problem 

gives tremendous impetUB to our fortieth anniversary . . . and a grateful i« kr :ient >A 

success in meeting our moral obligation, m ^ bj Bldou Campbell, Vice President and i 

Manager of The WFBM Stations . . . "to interest all 

the diverse groups which make up a communit\. not 

just certain ones . . . that genuine concern for the 

welfare, the problems and pleasures, too. of all our 

'public' is an integnd part of successful broadcasting." 

The i 














APRIL 13. 1964 PRICE 40c 

We. and the Stations we represent, salute 

the opening of the Fair. As members of the 
Communications Industry, we are proud to join 
in spreading the theme. "Peace Through 
Understanding," to audiences everywhere. 


> > > > E 

J 4 4 4 



E. William Henry 'Rosel Herschel Hyde Robert Taylor Bartley Robert Emmett Lee 'Frederick wi Ford Kenneth A Cox 

1962- CHAIRMAN 1946- 1952. 1953- 1957- 1963- 

Richard A. Mack 'George C. McConnaughey Edward Mount Webster Frieda Barkin Hennock George Edward Sterling *Paul Atlee Walker 
1955-1958 ** 1954-1957 1947-1956 1948-1955 ** 1948-1954 1934-1953 

'Charles R. Denny, Jr. 'Paul A. Porter 

1945-1947 1944-1946 

William H.Wills 
1945-1946 ■ • 

"James Lawrence Fly Norman S. Case 

1939-1944 1934-1945 

George H. Payne 

Frederick I. Thompson Thad H.Brown 'Eugene 0. Sykes 'Frank R. McNinch Irvin Stewart 'Anning S. Prall Hampson Gary 

1939-1941 i • 1934-1940 1934-1939 i t 1937-1939 • 19341937 1935-1937 ** 1934 

cations Commissioners July 10, 1934, to April 6,1964 w 

4 4 

KOAT-TV, Albuquerque, New Mexico □ WGAL-TV, Lancaster, Pennsylvania U KVOA-TV. Tucson. Arizon; 

*Served as Chairman **Deceased I 


B-Paramount to ask stockholders 
it) halt outside bids for voice 

(oldenson assures affiliates of resistance 

Sew ^ ork — AB-I'aramounl on 

|4) 19 will ask stockholders to ap- 

climinution ol cumulative vol- 

on attempt to thwart moves by 

l i groups seeking representation 

i AB-P's hoard. 

irni's prexv, Leonard H. Golden- 
si, speaking at N \B C omentum. 
I pimised AB( affiliate station own- 
c he would resist ouuiders' efforts 
Ugain a voice in network at t airs 
t ough hoard membership on the 
vh's parent company . 
More prominent of the two fac- 
I t is seeking spots is led bv Norton 
.Sum. president ot ( alifornia-DMCd 
Is A. Industries which holds 
a*Vi interest in Mc( all Corp. Si- 
i nn. who is also executive commit- 
chairman and board member ot 
i NC all's, recently added more than 
fib.OOO shares of AB-Paramount 
sck to his extensive securities port- 

Eifferin leaves Y&R, 
i assigned to Grey 

New York — Uniterm, which spent 
axit $14 million on TV in 1963, 
vl go to Grey Advertising, accord- 
i to Bristol-Myers. Shift marks end 
c 15-year lie with Young & Rubi- 

hangc was dictated b\ B-M pol- 
i ol assigning competing products 
t> different agencies. savs William 
«1 Bristol 3rd. president of products 
Oision. "WX.R has been handling both 
Hferin and Lxcedrin, a competing 
hulache remedy. Bufferm is cur- 
ntl> billing about $11 million, some- 
vat below last vear. 

Y&R will continue to handle $b 
:rllion Lxcedrin account, as well as 
»S Hepatica and several new prod- 
Us. Hnstol noted that other com- 
J ing products were not at different 
■nicies — Ban and Mum in deodar- 
pi field. Score and Yitalis in hair- 

I prey first began handling Bristol- 
■Kers products two years ago when 
I i picked up Trushay, later acquired 
' Fim. Mum Mist, and Score, a new 
ir.rdressing recently put into nation- 

: ibution. 
[ Within last fi\e months. Orev has 
PPed more than >2l) million to its 
>, including Proctor & Oam- 
• detergent. Hamilton watch- 
■ H. J. Heinz bab> foods, pickles. 
al relishes. 

Putnam Growth Fund, Boston- 
based mutual hind, and Waller R. 
Schetier, partner in Oppcnhcimci A 
I o and Wall Street brokerage linn's 
Oppcnhcimcr (mutual) Fund, com- 
prise second bidding group. 

Hunt Foods A Industries has no 
connection in an> manner with activ- 
ities oi lexas millionaire H. 1 . Hunt. 

Liquor ads pend 
as Schenley delays 

New York — \io\ score loi bard 
liquor advertiser! OO New fork's 
WQ.YR stands at one out and one 

postponement — with a p ow erfu l line- 
up and strong "bench'' opposed to 
the station's venture into a \iill-ia- 
boo area of broadcast advertising. 

Recent Schenlev announcements 
that "copv problems" had forced a 
delay to April 20 for the inception ol 
its whiskey ads followed on heels ol 
distributor McKesson & Robbms' 
change of heart, which resulted in 
Galliano liqueur ads replacing planned 
promotion for Muirhcad's Scotch. 

WQXR as vet has no plans for lin- 
ing up a hard liquor replacement 
when McKesson A. Robbms' 13-week 
contract expires in July, especially 
since Schenlev s ads are yet to reach 
the air. 

It opposition of NAB via I.eRoy 
Collins, of Distilled Spirits Institute, 
and ot Senators PastOK and Magnu- 
BOO deters Schenlev. this may spell 
the end — for the time being — ot 
WQXR's attempt to break the sound 
barrier'' to whiskev advertising. But 
if the end comes, it'll more likely be 
the result ot lack ot sponsor courage, 
not a WQXR backdown. 

Grant Giants' web 
three-year extension 

A one-year association established 
last year between Ivv Broadcasting 

c o. and \\\i \\ New Yotk to broad- 
cast all games played by the Nils 
V I x ork Giants has been extended 
to 1967. I he New Yoik City station 
will feed an expanded Mi station hook- 
up Irom Maine to I lorida. the second 
long-range major sports radio net- 
work operated bv Ivv. i I he other is 
the Syracuse University football N - 

woik, with 45 affiliated stations 
lablished in 19 

Exec director sought 
for radio study group 

\ lull-time executive dircctoi is 
being sought bv the N \B K AH 
Radio Metbodolog) Study Steering 

( ommittee, it was announce! 
committee chairman George H 
Storer, Jr. 

He laid: I he man we .tie seek- 
ing must be an acknowledged re- 

learcber, but be also must have 
an understanding ol and ippn 

lion tor radio We <.<m promise 
him all the help he needs on ie 
quests, and we will guarantee him 

a minimum oi interference. We 

have the funds and the physical 
resources to bring his assignment 

to truition. We need only the 
right person to head the day -by - 

d.w professional research. We wel- 
come candidates." 


\,u >, ork — As vice president 
and national director ol broadcast 
lor I oote. ( one A Belding, Samuel 
11 Nonhcross has been given rcspon- 
sibihtv lor all radio- 1 \ network 
contacts, m move toward "better 
communication with networks, as 
well as between various PCJtB 
I ices and between media and broad- 
cast departments ' 

All negotiations tor network spon- 
sorship tor all clients will be handled 
bv Nortluross or bi 
ward Stern and Robert DaubCBS] 
( hicago. John Owen and Peter i 
dach. New 'iork Sherman McQueen, 
\\est (oast. Other network negotia- 
tions — scatter plans, participations, 
package buvs. etc — will go Ma 
local media departments in conjunc- 
tion with Northcros-, ot: 

EIA reports color set figures 

Washington — 1 

ll were produced duj 
uarv. up nearly I 
figures when the 

Black and white I\ production 
tirst two months o: - nearlv 

percent above 1963. thanks in 
part ot all-cl r production 

nearlv double last put 

.er distribub 

shghtlv below last 
' million units. distributOI 
tor the month tig- 

I did pr 
the two month period. 

' >l 13, 1964 


Agencies' future bright, 
FC&B chairman believes 

San Francisco— "The future pros- 
pects of the agency business are, I 
believe, bright," Robert F. Carney, 
chairman of Foote, Cone & Belding 
told security analysts in San Francis- 
co last week. 

As size of market place grows rich- 
er and bigger, advertising will be 
needed more and more, he said. Sim- 
ply put, sellers will have to look in- 
creasingly to advertising to seek out 
consumers and persuade them to buy. 

In month that's passed since Fed- 
eral tax cut, some $600 million have 
been added to income of individual 
taxpayers, or about $20 million a 
day, he pointed out. 

Authoratative sources show total 
volume of advertising in United 
States was about $50 million in 1857, 
passed $4 billion in 1947, and was 
slightly more than $13 billion last 
year. Average annual growth rate 
has been just about 5% since 1956, 
he said. 

Of $13 billion total U.S. advertis- 
ing in '63, about $5 billion was strictly 
local, according to Carney. Another 
$2.5 billion went for mailing pieces 
and miscellaneous advertising. Re- 
maining $5.5 was placed by some 
3,500 agencies, the bulk of which, 
$3.8, was placed through just 50 

Range is fairly extreme, he pointed 
out. Published figures show that in 
1963 the largest agency had dom- 
estic billings of $311.8 million, al- 
most 15 times that of the 50th rank- 
ed agency, which had billings of 
about $20 million. 

Last year Foote, Cone & Belding 
placed seventh, with domestic bill- 
ings of $136.5 million; international 
billings ran $157.4 million and 
ranked in sixth place. Carney said 
the agency's billings have multiplied 
about six times since 1943. 

The very factors which contribu- 
ted so dramatically to advertising's 
growth since World War II are even 
more compelling today, he said. They 
are population growth (number of 
families is likely to grow from 57 
million to 66 million in next ten 
years), increasingly rich market (per- 
sonal income is likely to go from 
$402 billion to a projected $595 
billion in 1973), Carney also men- 
tioned the number of media avail- 
able for investment by advertisers 
has been greatly broadened; there 
has been a great trend toward self- 
service in many consumer areas; and 
expenditures in research and devel- 
opment have increased tremendous- 
ly, adding significantly to need for 

'Certain' liquor ads 

Certain programs on certain sta- 
tions in specific parts of the country 
could carry liquor advertising with- 
out adverse effects on the commu- 
nity the station serves, says the chair- 
man of NAB's Ralio Board, Ben 
Strouse. But he emphasizes that this 
is strictly his personal opinion as a 
license broadcaster, and not in his 
NAB capacity. 

Meantime, the TV Code Review 
Board passed a resolution strongly 
reaffirming the present TV Code pro- 
vision which prohibits the advertising 
of hard liquor on the medium as not 
in the public interest. 

Departing from his prepared text 
during the Radio Assembly at the 
NAB conclave, Strouse said he re- 
alizes that the mere mention of hard 
liquor alvertising arouses strong op- 
position on Capital Hill and among 
many members of the liquor in- 
dustry, but he believes "very strong- 
ly in this maturing industry." 

One area he thinks advertising 
could be placed well is on "some 
hard-pressed KM stations with strict- 
ly adult programing." However, he 

win Strouse's own OK 

suggests a study be undertaken by 
NAB, possibly through the Code Au- 
thority or the Code Boards, "to learn 
all the facts about liquor advertis- 

Strouse asks: "What really would 
happen on Capital Hill if selected 
stations, under controlled conditions, 
carried liquor advertising? What 
would be the reaction of our good 
friends among the breweries and in 
the wine industry? 

"Is it true or false that we might 
face legislation which would outlaw 
beer or wine if we attempted to 
carry hard liquor? If hard liquor ad- 
vertising were to be approved, what 
kind of rules could be drafted to 
prevent irresponsible stations from 
going hog-wild on this matter?" 

He adds: "I do not think the an- 
swer to this problem is that every- 
one should carry hard liquor ad- 
vertising at all times. Nor do I think 
the answer is for us to raise our 
hands in horror and say 'No . . . 
No . . . Can't do.' I think this issue 
requires intensive study and pos- 
sible, eventual Code amendments." 

Tv elections, Haverlin 
award, end NAB conclave 

Chicago — NAB convention wound 
up with TV board elections and a 
special award to Carl Haverlin, re- 
tired BMI prexy. 

Newly elected to two-year NAB TV 
board slots were station execs Robert 
W. Ferguson, exec v.p. WTRF-TV 
Wheeling; Crosley Broadcasting pres- 
ident John T. Murphy: and J. S. Sin- 
clair, president of Providence's 
WJAR-TV. Reelected to second two- 
year terms were: Mike Shapiro, gen- 
eral manager. WFAA-TV Dallas; 
Gordon Gray, president KAUZ-TV 
Wichita Falls; Tex. and WKTV Utica, 

TIO produces TV spots 

Two of a scries of 20-sccond 
spot announcements being pro- 
duced by Television Information 
Office for on-air use of TV sta- 
tion was screen for broadcasters 
during a presentation at the NAB 
convention. TIO director Roy 
Danish said the spots will empha- 
size the diversity of programing 
available on TV, one demonstrat- 
ing this through use of stop-action 
scenes, the other through an ab- 
stract, semi-animated process. 

N. Y.; and Meredith Broadcasts 
chief Payson Hall. 

Carl Haverlin, now director ■ 
broadcasting relations for Hollywot 
Museum, accepted special disti 
guished doctor of broadcasting (DDI 
award for his contributions to pro 
ress of broadcasting. 

Final convention note was a ne 
attendance record of 3826, near 
300 over 1963 registrants' total th 
had been previous record. 

Screen Gems names two 

New York — Jack Martin, fo 
merly commercial film producer wi 
Fred Niles Inc., was named salt 
rep in Chicago office and John Jone 
former vice president for Graf 
Films in Hollywood, to a simili 
West Coast post for E.U.E. Con 
mercial and Industrial Film Divisic 
of Screen Gems Inc. Move is 'aime 
at expanding and strengthening joii 
East-West coast planning and pn 

17M saw Johnson 

New York — Conversation wit 
the President, hour-long taped intei 
\icw with President Johnson carrie 
by three TV networks March It 
reached an estimated 17 millio 
homes or 34 percent of TV reskienc 
cs. according to Nielsen. Earlie 
Kennedy interview Dec. 17. 1962 
reached 22 million or 44 percent 



At Young & Rubicam in New York. Jim Stack, Art 

Jones and Tom Lynch are Media Account Supervisor. 
Associate Media Director and Media Buyer, though not 
necessarily in that order. 
When the incumbent at t he agency switchboard went on vacation 

recently, a new operator was pressed into Bervice and left to struggle 

as best she could with the dazzling complexities of names, ranks 

and extension numbers. During her first day on the job >he gave the 

following information to various callers: 

"I'm sorry, sir, Mr. Stack is not the Media Buyer." 

"No, ma'am, Mr. Lynch is not the Associate Media Director." 

"Mr. Stack is the Associate Media Director. I'll connect you." 

"No, sir. Mr. Lynch is not the Media Buyer." 

Unfortunately, only one of these statements was correct. Which 

one? Who's who? Address answers to: Puzzle 99, WMAL-TV. 

Media Directors and Time Buyers eliminate job com- 
plexities by using WMAL-TV. Assures clients of a 
direct line to an important segment of Washington's 
high-income, free-spending population. Check prime-time 
availabilities on "Xcus-7" H to 7 p.m. M<>n. Fri. 
and the follow-up "Comedy Hour" 7 to 7:.'i() with 
Harrington, Righter & Parsons, Inc. 

Puzzle adaptation courtesy Dover Publii-.itmru. N«-v York, N V 10014 

wmal-tv ® 

Evening Sttr Broadcasting Coaiptn) WASHINGTON, D 

Affiliated with WMAL and WMAlf M, Washington, 0. C; WSVA-TV and WSVA, Hamsonbu , 

St I TM t 


ril 13, 1964 

President and Publisher 

Executive Vice President 




Managing Editor 


Special Projects Editor 

Senior Editor 

Associate Editors 

Editorial Assistant 

Contributing Editor 


Washington News Bureau 

Field Editors 

ALEX ORR (East) 

DON HEDMAN (Midwest) 

Regional Correspondents 
JAMES A. WEBER (Chicago) 
SHEILA HARRIS (San Francisco) 
FRANK P. MODEL (Boston) 
LOU DOUTHAT (Cincinnati) 


Production Manager 

Editorial Production 

Advertising Production 



New York 



Los Angeles 


San Francisco 


Editorial Director 

Production Director 

( irculation Director 

Data Processing Manager 

Advertising Promotion 

Circulation Promotion 




APRIL #, 196- 

Vol. 18, No. ItS 


21 Don't push public too far, Henry tells station men 
Industry's major spokesmen wain of Pay TV at NAB's 

annual convention 

27 Bumper crop of admen survey new products 
Distributors, producers, indicators, jinglesmiths at NAB 

convention report high interest among top ad shops 

28 Don't let them grind you down 

Programming expert denounces Pay TV and those who 
support it in controversial highlight of NAB com lave 


40 Computer use rises 

Computers in agencies have tripled in 10 months, but new 
applications are slow to develop 


44 Guide to becoming a first-rate timebuyer 

How to get into the wonderful, yet demanding, field — and then 
how to succeed by really trying 

46 Is quality programming a neglected sales tool? 

M.I&A vice president sees over-improving research techniques a boon 
to timebuying, but program quality is sorely neglected, he states 


Few really new themes in TV commercials festival 

Despite fact that largest TV advertisers are represented, 
admen see no breakthrough 


52 FM listeners becoming "mass" audience 

Study by Portland, Oregon, station shows that FM listeners still 
have above-average characteristics 


58 Tape wrinkles abounding in both TV and radio 

New developments in tape recording for aid media put stress 

on portability, sophisticated editing, and automatic operations 



Commercial Critique 
Friday at Five 
National File 

14 Publisher's Report [ 

17 Week in Washington 5. 

3 Sponsor-Scope 21 

61 555 Fifth 11 

SPONSOR® Combined with TV, U.S. Radio, U.S. FM iT is published weekly by Moore Publijhh 
Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISIN 
HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-80* 
Duluth, Minn. 55802. Area Code 218 727-8511 CHICAGO OFFICE: 221 North La Salle SI 1 
Chicago, III. 60601. Area Code 312 CE 61600. CLEVELAND OFFICE: 6207 Norman LamJ 
Cleveland, Ohio, 44124. Area Code 216 YE 2-6666. LOS ANGELES OFFICE: 1145 W. S.xth Sll 
Los Angeles, Calif. 90017. Area Code 213 HU 2 2838. SAN FRANCISCO OFFICE: 601 CalifornB 
St., San Francisco, Calif., 94108. Area Code 415 YU 1 8913. SUBSCRIPTIONS: U.S., its possejj 
sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For tutl 
scription information write SPONSOR, Subscription Service Department, Ojibway Buildina 
Duluth, Minnesota, 55802. Application to mail at the second class rate pending at Duluril 
Minnesota. Copyright 1964 by Moore Publishing Co., Inc. 


or Cleveland acquisitives . . . A NEW SYMBOL 

"lis Harlequin announces to Cleveland Acquisitives that •'• ■'• ' . is the first and only 
(eveland station transmitting local programs in ULL Another example of • 

I adership . . . and another reason why your sales messages are delivered with top impact 
-on WJW-TV. 

Ac-quis'-i-tive — given to desire, to buy and own 


<•• • ii 










'"I 13. 1964 





<Q KWKW has 20 years Q 
% experience in serving //) 
U) this market! U 

• Average yearly income 

— over $800,000,000 

• Automotive products 

— $72,540,000 annually 

• Food products 

— $434,700,000 annually 

• 47.5 own their own homes 




Representatives: N.Y. — National Time Sales 

CHICAGO — National Time Sales 



I'm plain pooped 

As I write this I'm sagging slightly. 
** In fact, I'm plain pooped. 

This is the 42nd Annual NAB Convention and I'm glad it's almost o^ 

It's not just that I'm growing older. The Convention isn't whaj 
used to be either. 

It's getting bigger and lasting longer. 

This year's edition attracted 4.000. That's bigger than ever. And 
lull program (including main tent and side show events) runs nearly a we| 
You get in on Friday if you want to attend the fm sessions and dc 
finish until late Wednesday. 

The trouble is that there's a committee, or association, or splir| 
group for everything. They can't all fit into Monday through Wednesc 

I'm tired, and I'm not even a broadcaster. 

Imagine how I'd feel if I were a station man with am. fm. and! 
interests who belonged to the FM Association, AMST, RAB. TvB. t! 
TV Stations, Inc., TAC, was affiliated with a couple of TV networks ;| 
served on a couple of committees. 

I guess I'm lucky. 

But it's worth it. 

This was a different kind of convention. There was some talk ab| 
crises, but there were only one or two. They didn't come in bunches. 

This was a businesslike convention. 

Since the editorial department tells me that they're reporting the pi 
ccedings in several pages I'll stick to a few impressions in my column. 

NAB President LeRoy Collins — he fought his courageous baj 
against impeachment during the NAB Board meeting in February. T| 
Convention he became a member o\ the family. I expect him to prove 
stature as a remarkably able leader in the year ahead. 

FCC Chairman E. William Henry — he's no Minow. At the age of I 
he can hardly be mellowing. Let's say that the regulatory atmosphere is 1] 

The ABC-TV fall lineup — unveiled at the NAB. it's the most pron 
ing in years. 1 haven't seen CBS-TV's and NBC-TV's offerings, bu I 
suspect the race will be more competitive come fall. 

Piggybacks — you'd have thought the agency boys worked lor 
pollsters. They were busy quizzing station men on their "clutter" attitud. 
especially piggybacks. According to my own personal cheek, there w 
far more advertising and agency people around than ever before. 

Pay TV — if the Convention had a crisis this was it. The Commissi! 
hasn't made up its mind how to look at fee TV. A documented denunciatij 
o( the pay system delivered bj Herb Jacobs scored heavil\ (see eompl: 
text page 2«S). 




nil mi 

f 1 


What makes a great salesman? 

l's darkest hour was the win- 

>rof 1920-21, when the '-Black Sox 

idal" became public Fans were 

• ked to learn eight Chicago White 

players had thrown the 1919 

rid Series. Experts credit an 

'incorrigible" orphan with reviving 

nterest in the game. George Herman 

Ruth's sensational play during the 

921 season — including a new record 

»f 59 home runs— re-sold Americans 

>n their national pastime. 


People loved t<> see Babe Ruth 

smash home runs out of the park 
trot around the l> i < - 1 <c glamorised 
baseball, initiating an exciting new 
era — one in which homer- m 

ssed over d< The 

Great Babe 
nicknamed gigantic c. 
Stadium "The HOUS4 tfa it Ruth 
Built. •' 

Babe Ruth was a bom ahow 
who always rose to ' moment, 


HR'ntH.jwi\(, /n\/rt\ 









doing his greate- 1 

.;«>t Tbj 
making him the top baseball Li 
I of all time 

h.i\ • 

tit s| • immunity needs ■ 

lies— and turn more I and 

sen into buytrt. In New York, 

great salesman is W UN, an 

imp n in an important 




_..,. . 

555 FIFTH 


So many advertisers, agency and 
broadcaster elements make a family 
of the broadcast advertising indus- 
try but are kept, rightly so, quite 
separate in fear of incestuous pat- 
terns which could breed an idiotic 

It is no striking coincidence that 
the differences between these ele- 
ments are essentially the same on 
both sides of the Canadian border, 
or that the issues which create dif- 
ferences are twin peas in the same 

At the NAB Convention in Chi- 
cago and the CAB Convention in 
Quebec City, I found that all of the 
issues dealing with broadcast ad- 
vertising were alike but for slight 
geographical and perhaps political 
accents. And no matter what atti- 
tudes evolve out of the skirmish 
with these issues, they are at least 
parallel because the ethical as well 
as practical considerations with 
which they are fought are also paral- 

The agenda of the lunch-table, 
ante-rooms, and everywhere but the 
podium, is as similar in the United 
States and Canada as it is, in both 
countries, different from the of- 
ficial one. 

Clutter, piggy-backs, overcom- 
mercialization, ratings, pay-Tv, 
CATV, cigarettes, beer-wine-whis- 
key-gin and government meddling 
and controls: All are common. And 
common, too, is the difficulty of 
communication between the family 
elements. And while that is trying, 
it is not unhealthy or dangerous. 

In Chicago and in Quebec I be- 
came more convinced than ever that 
the trade press was being looked to 
by the differing members of the ad- 
vertising, agency and broadcast 
family for its role of catalyst and 
special ability to distill the explosive 
from the essential and present the 
cooled chemistry for analysis. 



Video tape stations 

That was a good story on the new 
3M campaign to aid video tape 
equipped stations to get more use 
and more revenue out of their in- 
vestment in tape. 

However, there was a disturbing 
typo in the first sentence which 
reads that " . . . 60 of the nation's 
commercial TV stations have video 
tape facilities . . ." 

In fact, as of March 1st, 361 of 
the nation's commercial TV stations 
have video tape facilities by our 
latest carefully surveyed account. 
Twenty-two other stations respond- 
ing to our survey wrote that they 
intend to install video tape facilities 
"in the near future." 

One other correction: The Pat 
Carroll commercial for Peavy Com- 
pany, which was taped at a mid- 
western station and won second 
place in the American TV Com- 
mercials Festival, was actually a 
commercial for the Russell Miller 
Flour Company, taped at Videotape 
Center and won a first (and second) 
place award at the American TV 
Commercials Festival — first place 
in under $1000 budget, and second 
place in its product category. 

Philip Nicolaides 

Videotape Productions 
of New York, Inc. 
New York, N. Y. 

Italian reply 

It was a surprise to receive the 
three-part series of sponsor on 
Italian advertising (March 9, 16, 
23). Timing was perfect for us. 

I find the article extremely in- 
teresting and clear. I like to thank 
you for the nice part you gave 
Bates and myself. 

There are two corrections 1 
would like to make. First, where 
you quoted me: "Industry here has 
enjoyed a prosperity wave, and in 
many items, like household appli- 
ances, there is more demand than 

supply, creating real competition.' 
It should read: "There is more 
supply than demand, creating real 

What I meant was that the Ital- 
ian household appliance industry 
(as an example) in the wave ol 
prosperity has come to overpro- 
duce, creating real competition 
among the various producers and 
thus making them aware of the 
necessity of good marketing and) 

Second, also the quotation about 
graphism in Italian advertising is 
a little distorted. What I meant was 
that, at Bates, we think that the 
copywriter is the one that should 
also visualize in his mind the full 

I hope you will be back to this 
side of Atlantic soon, and, if Milan 
is in your plans, please let me know, 
and I will be delighted to see you 

Marco Cicero 
Co-managing director 
Ted Bates & Co., S.P.A. 

Milan. Italy 

In correction 

A typographical error last issue 
brought us a number of telephone 

The NTI price increase an- 
nounced last week is 7.59? . not 
75% as reported. This is the first 
price adjustment for NTI in five 
years. It is a result of service im- 
provement (five-year forced sample 
turnover, measurement of Mountain 
States) and rising costs in general. 
Charges for the Broadcast Rating 
Council Audit are not yet known 
and are not reflected. 

Since SPONSOR is a prime 
source of industry news. 1 am cer- 
tain you will want to correct the 

Erwin H. Ephron 
A. C. Nielson Co. 
New York, N. Y. 



"tfublic senfynent is cvcnjtfiincf. 
(Witli^u^icsen([mcnt notlfmcj canjai[; 
without it.notlunacansucceM^ 

^ Ottawa, ltitnois-2l duaiust HKr 

Wt, \t&? 

WGN proudly announce; 
,another special service to the 
i world of broadcasting. During 

the 1964-1965 World's Fair in 
York, WGN has exclusive 
i radio and television rights to 
i the daily programs honoring Abraham Lincoln : 

the Lincoln Theatre of the Illinois "Land of L 
'pavilion. Special events in the tin ige from 


■ rhe lllin !nia 

■ \ 

rid fan. 

: our gc . 
the reading of an eighth grade 


fran Tradit 

Bradley Place, < 60618. 




April 13 1964 


IlOl OllUlb • None hotter! Paladin of " Have Gun , Will Travel " is currently scoring a 
direct hit in markets coast to coast. Ratings for the time period are up 67% in New York, 
up 35% in San Francisco,upl64% in San Antonio, up 27% in Atlanta, up 80% in Chicago, 
up 176% in Fresno, up 26% in Charleston, up 223% in Detroit. Now " Marshal Dillon " 
one of the hottest properties in television history, joins Paladin in syndication. Practically 


a permanent fixture on the list of the top-rated programs on television, the Marshal v. 
runaway audience hit right from the start in his highly-competitive Saturday night time 
slot, and t he nations number one television attraction for four co nsec uti\ v 
sharpshooters, together or separately, can help zero you in on giant audiences and sales. 
Callus! Offices in New York, Chicago, San Francisco, Dallas and Atlanta. ® CBS FILMS 






Society of Motion Picture & Tele- 
vision Engineers, 95th technical con- 
ference. Ambassador Hotel, Los Ange- 
les (12-17). 

Intl. Radio & TV Society, News- 
maker Luncheon, Waldorf-Astoria, 
N.Y., main speaker to be Robert 
Moses, president of N.Y. World's 
Fair (13). 

Film Producers Assn. of N. Y., 
workshop on "How effective Use and 
Distribution of Sponsored Films Can 
Help Achieve Your Marketing Goals" 
held with cooperation of Assn. of 
National Advertisers, at Plaza Hotel, 
N. Y. (14). 

Screen Extras' Guild, special mem- 
bership meeting, Musicians' Audi- 
torium, Los Angeles, 8 p.m. (14). 

Professional Photographers of Am- 
erica, deadline for entries in fourth 
National Exhibition of Advertising 
Photography, headquartered at Mil- 
waukee (15). 

National Conference on Public Ad- 
ministrations 1964 meeting, Statler 
Hilton Hotel. New York (16). 

Women's Advertising Club of 
Baltimore, advertising seminar, Shera- 
ton Belvedere (16). 

Chesapeake AP Broadcasters Assn., 
annual meeting, Sheraton Belvedere 
Hotel, Baltimore (16-17). 

Bedside Network of Veterans 
Hospital Radio & TV Guild, 1 6th an- 
niversary ball, New York Hilton (17). 

Radio-TV Guild of San Francisco 
State College, 14th annual radio-TV 
conference and dinner, on campus, 
S. F. (17-18). 

New Mexico Associated Press 
Broadcasters Assn., annual meeting. 
Western Skies Motor Hotel, Albu- 
querque (18). 

Advertising Club of N.Y., 14th an- 
nual Inside Advertising Week for col- 
lege seniors, Biltmore Hotel, N.Y. 
( L9-25). 

Financial Public Relations Assn., 
South Central regional meeting, Brown 
Palace Hotel, Denver (20). 

Associated Press, annual meeting, 
President Johnson to speak, Waldorf- 
Astoria. N. Y. (20). 

Society of Typographic Arts, first 
annual Trademarks/ USA national re- 
trospective exhibition of American 
trademarks, symbols, and logotypes, 
Marina Towers, Chicago (opens 20). 

National Academy of Recording 
Arts and Sciences, third annual sym- 
posium in association with Bureau of 
Conferences and Institutes of N.Y. 
University's Division of General Edu- 
cation, titled "Recording and Music: 
Culture. Commerce, and Technology. " 
at Hotel Lancaster, N.Y. (to 22). 

Television Bureau of Advertising, 
annual spring board oi directors meet- 
ing, Greenbrier, White Sulphur 
Springs, W. Va. (22-23). 

American Assn. of Advertising 

Agencies, annual national meeting, 
The Greenbrier, White Sulphur 
Springs, W. Va. (23-25). 

Advertising Federation of America, 
fourth district convention, Tampa, Fla. 

Pennsylvania AP Broadcasters 
Assn., annual meeting, Boiling Springs, 

Georgia AP Broadcasters' Assn., 
annual meeting, Atlanta (25). 

Affiliated Advertising Agencies Net- 
work, annual meeting, Andrew John- 
son Hotel, Knoxville, Tenn. (26-May 

Wometco Enterprises, annual stock- 
holders' meeting. Forest Hills Theatre, 
Forest Hills, N. Y. and at World's 
Fair (27). 

Assn. of Canadian Advertisers, an- 
nual conference, Royal York Hotel, 
Toronto (27-29). 

Society of Photographic Scientists 
& Engineers, 1964 international con- 
ference, Hotel Americana, N.Y. (27- 
May 1). 

Dallas/ Southwest Industrial Trade 
Fair, State Fair Park, Dallas (28-1). 

Station Representatives Assn., 1964 
Silver Nail-Gold Key Awards, Wal- 
dorf-Astoria, N. Y. (28). 

American Film Festival, sixth an- 
nual by Educational Film Library 
Assn., 16mm competition, Hotel Bilt- 
more, N. Y. (20-May 2). 

American Women in Radio & Tele- 
vision, 1 3th annual convention, Mayo 
Hotel, Tulsa (30-May 3). 

American Marketing Assn., New 
York Chapter's second annual new 
products conference, Hotel Delmonico, 
N.Y. (30). 


Southern California Broadcasters 
Assn. — University of Southern Cali- 
fornia's joint third annual Radio Sem- 
inar, USC campus (1). 

Kansas Assn. of Radio Broadcast- 
ers, annual convention, Lassen Hotel, 
Wichita (1-2). 

Kentucky Broadcasters Assn., spring 
convention, Louisville Sheraton Hotel 

Missouri Broadcasters Assn., annual 
meeting, Columbia (5-6). 

CBS-TV, annual conference of net- 
work and affiliate executives, New 
York Hilton (5-6). 

Electronic Industries Assn., work- 
shop on maintainability of electronic 
equipment. Sheraton-Jefferson Hotel, 
St. Louis (5-7). 

Greater Augusta Advertising Club. 
annual election meeting. Downtowner 
Motel. (7)). 

Montana AP Broadcasters Assn., 
session at I ewiston (7). 

California AP Radio- T\ Vssn.. 
session at Hyatt House. San Jose (9). 

Indiana AP Radio-TV Assn., ses- 
sion al Indianapolis (9). 

California AP Radio-TV Assn., a 

nual convention, San Jose (8-10). 

Pennsylvania Assn. of Broadcaste 
annual meeting, The Inn, Buck H 
Falls (10-12). 

National Retail Merchants Ass 
sales promotion division conventic 
Hotel Americana, N. Y. (10-13). 

Direct Mail Advertising Assn., ■ 
rect mail institute, University of Cc 
necticut, Storrs, Conn. (10-15). M 
order seminar, Statler Hotel, Bost< 

Assn. of National Advertisers, si 
sion at Waldorf-Astoria, N. Y. (1 

Sales Promotion Executives Assi 
seventh annual conference, Ast 
Hotel, N. Y. (11-13). 

National Academy of Recordi 
Arts & Sciences, dinners for Grainri 
Award winners, simultaneously he 
by its chapters in New York, Los A 
geles, and Chicago (12). 

American TV Commercials Ft 
tival, fifth annual awards Iunchec 
Waldorf-Astoria (15). 

Sales & Marketing Executives-Inl 
convention, Palmer House, Chica 

Ohio Assn. of Broadcasters, sprii 
convention, Commodore Perrv Hot* 
Toledo (21-22). 

Alabama Broadcasters Assn., sprii 
convention, Broadwater Beach Hot' 
Biloxi, Miss. (21-23). 

Association of Broadcasting Exec 
tives of Texas, annual awards ba 
quet, Dallas (22). 

Louisiana-Mississippi AP Broa 
casters Assn., annual conventio 
Jackson, Miss. (22-24). 

Emmy Awards 16th annual teleca' 
Music Hall, Texas Pavilion, New Yo 
World's Fair, and the Palladium. He 
lywood (25). 

Catholic Press Assn., conventio 
Penn-Sheraton, Pittsburgh (25-29). 

Art Directors Club of N.Y., awar 
luncheon, Americana Hotel (26). 

Visual Communications Confereiv 
(Art Directors Club of N. Y.), Nei 
York Hilton (27-28). 

American Research Merchandisii 
Institute, Del Coronado. San Dieg 
(31 -June 6). 


International Advertising Assr 
16th annual work! congress, Waldw 
Astoria. N. Y. (7-10). 

American Academy of Advertisin 
annual convention, Chase-Park Hotc 
St. Louis (7-10). 

Special Libraries Assn., 55th coi 
vention of advertising and publishir 
divisions, Sheraton-Jefferson Hotel. S 
I ouis (7-11). 

Georgia Assn. of Broadcasters. 291 
annual summer convention. CallaWl 
Gardens, Ga. (13-16). 



>^ : 

' w* ' • ^ « ~ ' -tit 

is bn ak cords 

at WNBC Ra 


To hear your own commercials on WNBC Radio, call 
CI 7-8300. (Ask for Joe Frazer or NBC Spot Sales. ) 

13. 1964 



Rating projection! are estimates only, subject to any dejects 
and limitations of source material and methods, and may 
or may not be accurate measurements of true audiences. 







BUT ...WKZO -TV Is On Target 

in Greater Western Michigan! 

More viewers zero in on WKZO-TV than any other 
Michigan station outside Detroit. 

It's pretty much the same from the opening pull in the 
morning until the last bullseye at night. Add up these 
NS1 (Nov. '63) scores: 

• 9 a.m. to noon, weekdays, WKZO-TV hits the mark 
with 83' ,' more viewers than Station "B." 

• Noon to 3 p.m., weekdays, WKZO-TV's center 
circle catches 25% more viewers than Station "B." 

• 7:30—11 p.m., Sunday through Saturday, WKZO-TV 

tallies with 2V '", more sets tuned than Station "B." 

Let your straight-shooting Avery-Knodel man tell you 

about all the arrows in the WKZO-TV quiver! And 
if you want all the rest of upstate Michigan worth having, 
add WWTV WWUP-TV, Cadillac-Sault Ste. Marie, 
to your WKZO-TV schedule. 

^Sultan Selim of Turkey shot an arrow 97- yards in 1798. 


100,000 WATTS • CHANNEL 3 • 1000' TOWER 

Studios in Both Kalamazoo and Grand Rapids 

For Greater Western Michigan 

Avery-Knodel, Inc., Exclusive National Representative* 




shouldn't be damned 

Ri i i \ i crith ism ('i tele\ isioD 
commercials would appeal to 

he damming (ill commercials not 

onlv from the standpoint of "fre- 

. quency". hut also in terms oi art. 

Articles on commercials seem to be 

I coming up with the same alarming 

| frequency. 

In a current article in TV Guide, 

I Martin Mayer refers to the National 

football League's Championship 

jame broadcast from Chicago. Lo 

:all\ it was projected on a theatre 

I V basis for paying audiences at 

i reported rate of $7.50. People 

iwav from Chicago who watched 

he game on home screens finished 

he three hour broadcast "'more 

nan a little tired of a varied lineup 

>f commercials" - DO one seemed 

a have missed the alternate charge 

ven to eight dollars. 

Then take the Winter Olympic 

overage. 1 ickcts were selling foi 

vices up to $20 an event. I hen 

here was always the long haul 

: letting up the mountain to see the 

•vent, not to mention the distance 

md cost from the United States to 

nnsbruek. Hut thanks to television 

i \mericaiis could see the highlights 

I .if the events ever) night within 24 

lours after thev took place - - for 

I lothing And IV viewers at home 

» -njo\ed a more intimate covet 

I 'han the chilled spectators on the 

lopes Commercial sponsorship 

I liade this possible. 

( ommercial sponsorship as an 
i conomic system of financing tele- 
vision is probably not a matter to 
khich the a\erage viewer lias >jivcn 
great deal of thought On the 
>ther hand, the soaring costs for 
: commercial minute have caused 
- |dvertisers to give commercial spon- 

sorship a great deal ol thought and 

have caused them to seek an m 

oo.hi' in the value oi then expo 


Advertisers natural!) regard the 

potential I\ audience (estimated 
.a approximate!) 4" million \m. 
can households bv \ ( Nielsen 
i the market research firm » 

as an inviting target. I he cost 
reaching tins audience, however, 
has taught advertisers that the term 
"billion" is no longei a hypothetical 
math term I his year advertisers 
will spend an estimated $1.4 billion 
on I \ time and talent alone 

Higher costs have pared the 
ranks oi advertisers who can afford 

to SpOnSOl all ol a I \ shew \\ ith 
fewer chances to reach a potential 
customer during a program (due to 
multiple-sponsorship) l\ advertis 
ers are counting more heavil) than 
ever on the effectiveness ol the in- 
div idual commercial. 

foday, the normal approach to 

selling goods via television has been 

to bu> individual commercial nun 
utes i'ii network programs, \dvei 

Users have leaned toward splitting 
their prime time minute ; 

ticipations to smt varied needs 

Ihis "area" ol splitting undoubtcd- 
I) leaves the viewer with the im- 
pression that tl' im- 

Hut what about commercial 
the air todav npated with 

si\ or 5< M >m- 

mercials toda) are technical!) "high 
qualit) productions " \ 
ago the industry turned out main 
more stand-up commercials, with 
announcers behind a table tiicrclv 
handling the product I day, 

commercials tell a stoi 

X • 




'i he 
: h uli tin- 

lar more varied wil 

Won tO detail and t: 

it ion shooting Advertising 
rts h.oe assemble deal 

oi practical data on communk 

tionS 111 the past, man) advetl 

in'.' approaches -s>>rcd without 

knowing the molecular StniCtUR 

the bullet hitting the target roday, 

that bullet has urn: :n 

plete ballistic count. 

I ipled vvith advertisii 

. . man) oi out commercials 
informative, stimulating and down 
right cl< I • ad forem 

these are m which 

ated to motivate an audk 

to buy. Present a solid sales (-sunt, 
strengthen commercial memorabil- 
ity and bo.>st product mIo 

I I 

ami higlilv paid talent brought I 

ti> commercials li 

that there has been a marked and 
in the manner in 
which . 
and product 

In a vtudv 

entil i / 

spondents • 

questions Seventv • 

these mdiv d with 


what a l< 
that reman 


»pnl 13 1964 




April 13, 1964 

Businessmen look 
to FCC, not FTC, 
for billings cure 

The Federal Communications Commission's drive to eliminate "double billing 
by some broadcasters will be supported by the nation's independent busi- 
nessmen, a letter being sent this week to E. William Henry, FCC chairman, points! 
out. The letter, written by the president of the National Federation of Independent 
Business, C. Wilson Harder, also comments that the FCC is apparently seeking 
to correct the evil against which the Federal Trade Commission "has been most 
ineffective." In a continuous survey being conducted by the federation this year! 
in all 50 states, just 59.8% of the independent businessmen are asking that curbs 
be placed on alleged abuses of cooperative advertising. 

Buying by radio 
foreseen as part 
of retail change 

Tobacco ad 
for Radio Code 

New trail to blaze 
for Boy Scouts: 
schematic symbols 

Research firm 

to supply data 

on minority buying 


E. B. Weiss, Doyle Dane Bcrnbach vice president who's noted for "isolating 
insipicnt marketing trends," foresees startling innovations in his new book, Man-' 
agement and Marketing Revolution, just off McGraw-Hill presses. Among them: 
delivery of shippers' purchases by the manufacturer, not the retailer; "inevitable" 
Sunday retailing; electronic data processors replacing professional store buyers 
with automatic stock purchases. Importantly, Weiss also predicts that "millions 
of people will shop from their cars by car phones and radios . . ." 

Two tobacco products amendments to NAB's Radio Code have been proposed, 
and can be ratified by mail rather than awaiting action at the next regular meeting 
of the Full NAB Board in June. The amendments: (new paragraph to be inserted 
in section Under Advertising Standards) "The advertising of tobacco products 
shall not state or imply claims regarding health and shall not be presented in such 
manner as to indicate to the youth of our country that the use of tobacco products 
contributes to individual achievement, persona] acceptance, or is a habit worthy 
of imitation. Also: (new language to be included in section Under Programming 
Standards) "The use of tobacco products shall not be presented in a manner to 
impress the youth of our country that it is a desirable habit worthy of imitation 
in that it contributes to health, individual achievement, or social acceptance." 

Some squares may still be rubbing sticks together, but i f the modern Boy 
Scout starts a fire, it's likely to be only because he got his wires crossed. One 
young man last week became the first scout to win a merit badge in electronics. 
Making the award in New York? NBC chairman Robert W. Sarnoff. who's also 
vice president of BSA's Greater New York Councils. 

In spite of all the talk about the power of racial and ethnic groups as con- 
sumers, the subject has been largely untouched by effective marketing research. 
An organization called Selected Area Surveys, Inc.. has been formed to tap this 
need and do marketing research on a nationwide basis for both the Negro and 
Spanish consumer markets — estimated at $22 billion. Ollie Crump, president of 
the new firm, says its field interviewing force will do consumer surveys, store 
audits, consumer panel studies, motivational research projects, and opinion polls. 
Negroes, with 1 \'< of the U. S. population, comprise a consumer market roughly 
the si/e of Canada's, Crump further, it will grow rapidly in the next few 
years. Crump points out that lew studies on the Negro market have been at- 
tempted, and few of those can be called adequate when measured against ether 
marketing research data. He claims s \S is the first nationwide organization to 
concern itself exclusive!) with these markets. 


want to sell something 
in St. Louis or Dallas, 
use the newspapers. 

turn ihi ; 

13. 1964 


If you really want to reach people in these two great markets, make it 
WIL in St. Louis and K-BOX in Dallas. Every day more and more of our 
advertisers are finding it out. And that's straight from the horse's mouth. 

WIL, St. Louis and K-BOX, Dallas 

John I . Box, Jr.. Managing Director Sold national!) by Robert I Eastman & Co., Inc. 




\ptil 13, 1944 

Don't push public too far, 
Henry tells station men 

Industry's major spokesmen warn of pay 
Tv at NAB's annual convention; broad- 
casters see and hear latest programming 
innovations and aids for new fall season 

ki ( oki) m mbi r of broad- 
l casters, gathered in Chicago 
st week for the 42nd annual N KB 
'mention, learned that the adver- 
mg practices ol Madison Avenue 
a\ well come under their scrutiny, 
th government blessing, in the 
ar future. They were also told 
it the broadcast media were not 
love criticism, and that a higher 
pee ol professionalism would be 
quired ol them to survive in a free- 
terprise world. 

At other times, and at other con- 
ation events, radio and television 
ition executives heard the rumbl- 
l;s ol increasing pressure to take 
.ar stands on Pay-T\ (both in 
d out of government); were told 
in t\ was largel) carbon-copy- 
g t>ld movies; looked at not-so-old 
ome as recent as ii>63-'M vint- 
e) movies and t\ scries avail- 
lie through syndication channels; 
■ d saw enough new electronic 
tuipment to keep the Cal leeh 
• lior class excited for a month. 

e than one delegate found 
nt what he really needed in Chi- 
■0 last week was a pair of roller 
I ites i to make the round o\ hos- 
I .ilit > suites scattered in more than 
; half-do/en leading hotels and 
MOf inns), a well-filled fountain 
in i to complete the contracts 
Mich many exhibitors and syndica- 
> S said made for "a real sales 
tnt"), and a east-iron somach (to 
S'vive the onslaught of refresh- 

ments, usually liquid, offered on all 

sides ) . 

I here was the usual convention 
lun & games, although it seemed to 
be a minor feature ol much ol the 
convention. What really caught the 

eye and ear ol delegates was the 
talk, formal and informal, at the 
luncheons, panels, meetings. mk\ 
other events on the agenda, and in 
the corridors and hospitality suites 

Some o\ the hottest verbal fire- 
works came m I ( ( chairman l 

William Henry's first m.i|i>r address 
to the broadcasters group. .u\d a 

subsequent news conference 

Broadcasters may ^nd up as a 
watchdog, keeping an eye OH Madi- 
son Avenue's tendency to seek 
added impact in commercials 
through Stepped-up volume created 
electronically by "compression" of 
the dynamic range. Henry indicau 

"It would be like our regulation, in 
theory, Ol networks." he told re- 
porters "We issue rules to license* 
and the net effect will be to applv 
controls .it the Madison \\eiiue 

Added the young I < * chairman, 
who had stated in his luncheon 
talk tti broadcasters that "you won't 
lose a single customer and your 
sponsors can still make their pit. 
if commercial volume is kept to 
decibel levels "I don't see anv 
reason whv bl laven't 

eliminated this problem themservt 

:cssin^ the Henrv 

criticized broadcasters lor their 
nt support ot the Pacifk I d.\- 
lion when the non-commcr. 

broadcast organization was ui 

heavy verbal attack for its fi 
wheeling programing — while main- 
taining a close concern over profit 


N ii r contrasting reactions to 
these two struggle- cast a dis- 

turbing light on tli. 
tions ,>t .in industry licensed t.' 
business m the public inters 
Henrv said Vid you might 

similarly gam insight into the i 
sons whv. tor all vour magnificent 

services to the public, vour cr 
remain v«>cal When \.>u disfj 
more interest m defending vour 

edom to provide pri ■ 
varietv. when you crv < ip'' 

mu\ call for taith in the founding 
fathers wisdom onlv to ; >ur 

balance sheet I tarnish the 

:ls enshrined in the Constitution 
and invite an attitude of vu-: 

M ted that "the 

rdl for maximum profits in the 

short run" m uuallv put 

bro Imen and station ops. 

tors in the p led 

I' I ; n moru 


VA ■ 
into vour till tr 

public will 

ich a th 

13. 1964 


"the eggs . 


may be far from golden" 


"none of us enjoys . . . freedom to fool' 


'success itself . . . creates problems' 

suffering public too far, and those 
who do so may find the eggs that 
are laid far from golden." 

Like several other speakers and 
key executives, Henry touched on 
the hot convention topic of hard 
liquor advertising on the air. For 
once, Henry had kind things to say 
about the broadcast industry. At his 
news conference, he stated: 

"We (the FCC) don't have a rule 
against hard liquor on the air. It's 
one matter that is being effectively 
controlled by the broadcast indus- 
try .. . it's not a matter for the 
Commission at this point." 

Collins Hits Pay-Tv 

Opposition to pay television, 
ratings, government relations, de- 
veloping of NAB's Code program, 
improvement of radio programming 
through new expertise and creativ- 
ity, and plans for the appointment of 
a Committee on International 
Broadcasting were the key points 
of NAB president LeRoy Collins' 
address to the 42nd annual conven- 

"The past year," Collins reported, 
"was one involving numerous en- 
gagements with the government, 
ranging from skirmishes to full 
scale battles . . . Our major battle, 
of course, was over the attempt of 
the FCC to impose commercial time 
limits. All of us realized that the 
government, in this effort, was lay- 
ing its hand on the jugular vein of 
free broadcasting. Even though this 
initial step was projected as mere 
friendly assistance to help us en- 
force our own codes, none of us 
could rest easy with those hands 
at our throats, however gently they 
were represented to be resting 


Collins called for steadfast sup- 
port "of the Code's prohibition 
against the advertisment of hard 
liquor," because the promotion of 
the sale of more hard liquor would 
not further the public good. 

He offered nothing new on NAB's 
stand on cigarette advertising and 
made the key point of his address 
on resistance to fee television. 

Collins told the assembled mem- 
bership and their guests that free 
broadcasters had every reason for 
concern over Pay-Tv, while recog- 
nizing that out of a feeling "of need 
to protect their present invest- 
ments," substantial and forward- 
looking free broadcasters are "care- 
fully examining its potential." 

The NAB president said that 
broadcasters "cannot in good con- 
cience sit by and watch the viewing 
public saddled with a system which 
will mean little more from its 
vantage point than paying for what 
it now receives free. 

"We should puncture a few pro- 
motional balloons," he told the 
group. "People should realize that 
high-priced talent cannot be ex- 
pected to continue with advertiser 
supported television if Pay-Tv 
revenues can offer substantially 
greater pay." 

Declaring that it is not competi- 
tion that was being opposed though 
Pay-Tv could actually destroy free 
television as it's known today, and 
broadcasters have self-interests in- 
volved. Collins said that if fee tv 
became a bonanza, broadcasters 
are themselves best equipped with 
experience and expertise to success- 
fully enter the field. 

lo both of the groups with which 
the NAB has had most dealings in 
common problems during the past 

year, Collins said: "To the Congres 
let us say: Give us your understand 
ing. Act with restraint and only afte 
careful thought. Seek not to silenc 
our opinions — even though the' 
may not always coincide with you 
own — for it is in this conflict c' 
ideas freely expressed that ou 
democratic institutions find thei 
strength and permanence. 

"To our advertisers let us say; 
We are proud indeed of your ex' 
panding support. Understand, how 
ever, that first of all we must an< 
will stand with the people. We earn 
estly desire you to use our medium 
but we demand that you not abus 
it. None of us enjoys any freedon 
to fool. This medium must alway 
deserve to be trusted — this is no 
only our public obligation, it is th 
most important means we have tij 
insure its continued effectiveness. 

Harris Eyes Code Need 

Broadcasting must become les I 
commercial-minded and more pro 
fessional if it is to survive as a fre<J 
enterprise medium, says Rep. Orel. 1 
Harris (D.. Ark.), chairman of th< 
House Committee on Foreign and 
Interstate Commerce. He told th 
convention that broadcasting is to* 
important to be left exclusively t<| 
the mores of the market place. 

In an obvious reference to FCC 
attempts to regulate commercial' 
and the announced willingness o| 
one major broadcaster (the N. YJ 
limes' W'OXR) to accept harcj 
liquor advertising, Harris said "pro] 
fessional conducl ... is supposed tcj 
be governed by discipline, self-rc 
straint. codes of good conduct." , 

He said he recognizes as "very! 
real and very, very dangerous." theJ 
"good deal of opposition these day? 




/; (troth 

is ii 1//1 hing" 

the broadcast industry to codes 
good conduct . . . whether they 
oposc to deal with the length and 
equenc) ol commercials, or with 
|c type ol merchandise that may 
operl) be advertised ovei the air- 
ives, or the limits of good taste 
.it must be observed in advertising 

But Hams asserted that these 

en problems" ma) be a result ol 

casters becoming '"so good" 

competitors. "^ ou are in fierce 

Impetition not only with each other 

fit also with other media of eom- 

Lnkations and other pastimes to 

the largest possible audience 

. and to hold it. I his is quite 

. challenge," he said, "and you 

Ive become very expert at meet- 

h this challenge." 

"I know that you broadcasters 

i pond a groat deal of time and 

i:enuit\ on finding the best formal 

I whate\er vou want to oiler to 

t- listening and viewing public. 

us is true ol program tare as well 

. advertising messages . . ." Harris 

I mted out. 

Ivmg this in with public affairs 
rpgraming. he said, however "It 
Btms that you experts feel that 
fjblic affairs can be made palatable 
t listeners and viewers only by 
fescnting thorn either as a combat 
I ween one or more protagonists, 
i as a chase where the hunters 
s k to trap and kill the object ol 
t chase, or as human interest 
tfimas or morality pla\s with evil 
v ians to hiss and virtuous knights 
t' applaud 

j Of course, some elements of 
cnedv are usually called for to 
riovo the tension momentarily, and 
> i ordinarily find this too." Harris 
^•il the assemblage 


I am glad that main ol VOU 

broadcasters have become matur< 
enough i>> vien youi own afl 

w ith a sense ol humi H 

it would hav< I . v ii impos iblc 
loi broadcasting prat ticcs to be 

lampooned OVCI the airwaves I hat 

look a little CI u ag . at hist, but 

increasing!) rcials and pi 

gi ams an- co ning in foi humorous 
sell ci nis ism 

\t this convention, however, the 

ultimate has eonie to pass Broad 
easteis have been lampooned to 
then own fa< Mains said, u 

lei i ing to the / It 1 spool ol the 

industry at \iu I \ 's dinnei foi 

' "Humor .' a great humorist onee 
said, 'at Us best is a kind ol 

teightened truth a supertruth,' 

he noted "Perhaps, ii we approach 
our broadcast problems with a 

heightened sense ol humoi. we will 
become more effective critics and 
come closer to the truth I hat in 
turn may facilitate solving some ol 
the knotty problems which beset the 
industry but which at the same time 

testify io its vitality and import 

Harris added: "It is a real in- 
congriuity Of our lite in the I mted 
States that the very success ol the 
broadcast medium is creating the 
numerous difficult problems with 
which we must learn io cope " 

Integrity the Key 

Commercial practices are the 

most important current problem 
being \ \B s i\^k- Authority, savs 
directoi Howard II. Bell, w h o 
notes that the one simple answer 
to the threat ol a government blue 
pencil is integrity on the part ol the 
broadcaster, the advertiser, and the 
producer " I here is no way to claim 
the virtue ol sell-regulation with- 
out also shouldering its responsibili- 
ties." he said 10 calling lor nunc 
Zeal foi the Seal" during the N Ml 

"To" Bell pointed out. 

"television has been a clutter ol 
spots back to back, a movie with 
too main intermissions, a political 

football, a mentor of violence, a 

piggyback parloi game, a vehicle 

tor importunate pitchment 

"Today we tight things." 
ho said "We fight th< ! of 

a lew broadcasters, advertisers, and 

\\ >• ■ . 



\v fight out own attit iuV M 

iblc ideal ' Hon many who 

I in this mdustrv take pride m 
this industry h many 

men eiKout.uv their client 

they can in the pi 
ot brinkmanship 11 many 

gard the ( ode ■> 

I he I\ Is a 

bowl It is no place to hide what 

on Hi'.- brothei i^ watch 

S,. is little brother, big and little 

sister, big mama, big daddy, and 
practically everyone else I he 
pearance ol overcommercialization 
is no less important than th< I 
overcommercialization Ii thi 

loosely integrated multiple product 
announcements impress the viewer 
as six commercials, then the vie 
has seen six commercials " 

Hell said some positive action 
taken by the ( ^d<: \uthonIv on 
this problem includes new rules on 
Multiple Products Announcements, 
which are effective Sep! 1 and 

signed to encourage the production 
and presentation ol integrated com 

mercials that will be regarded bv 

the viewer as single announcements 
Ho stresses that the amendment 

doesn't ban : cks, but counts 

them as two commercials m. 

K calling a spade a spade, and two 

spades, two spack S 

Also. Hell noted. W< KCk to 
avoid all endorsement or 
scientific backing where the ! 
do not justify such implications 
Some 200 commercials were evalu- 
ated between March and October 
1963 in initial implementation 
these rules " 

II. listed guidelines under con- 
sideration in a number of a:. 

weight-reducing products; arthritis 

and rheumatism pr«'P' 
cough and cold remedies, product! 
which treat dandruff svmptoms. the 
use ot Cigarettes :■■ programs and 

Other steps he said are King 
taken "as | 

firmath to protect the pub- 

he." include a Stud .lied 

loudness" in conun 

Ol wa. planning 

ward comrj 

* il 13. 1964 

lance of commercial content and 

Bell also announced plans tor 
closer liasion with advertising agen- 
cies: "We plan to break new ground 
in our contact with agencies by 
carrying the Code story to them. 
To merchandise the Code. To let 
agencies know what a Code station 
stands for." 

He observed that "we find our 
expanding relationship with agen- 
cies to be a fruitful one," and noted 
the vast increase in the contact 
with agencies by the N.Y. Code of- 
fice. The products or services af- 
fected through agency consultation 
with the Code has increased from 
127 in 1961 to 309 in 1963. The 
number of agencies involved during 
that time jumped from 60 to 95, 
and the number of advertisers in- 
creased from 108 to 174. 

In addition, he revealed that a 
saturation promotion campaign to 
let the public know the steps being 
taken by the industry on their be- 
half got under way in Chicago last 
week through the efforts of WGN 
. . . the same morning he addressed 
the NAB. 

Ad Industry Lauded 

Bringing the advertiser and the 
American market-place with him 
into the spotlight in which he re- 
ceived NAB's 1964 Distinguished 
Service Award, Donald H. McGan- 
non, president of Westinghouse 
Broadcasting (Group N), delivered 
a thinly veiled lecture to the legis- 
lators, regulators, and "intellectual 
critics" of radio and television. 

Speaking as a "practical broad- 
caster" to members of the broad- 
cast advertising business who live 
in a "fish bowl" and are subject to 
continuous and articulate criticism. 
McGannon suggested that critics 
"be not too quick to degrade the 
basic concept of what a great 
"market-place" really is." 

"The fundamental nature of ad- 
vertising supports America's public 
communications, and insures them 
greater independence and freedom 
than is found anywhere else in the 
world," McGannon said. 

Calling advertising "with all its 
limitations, the Voice o\ Democracy 
in its economic form; offering the 
goods of democracy, without prior 
selection of prejudice, to everyone," 
McGannon pointed out that "critics 


tend to react so adversly to the ratio 
of poor advertising, that they seem 
completely to miss the vast scope 
of the forest, because they bump 
into individual trees they don't like." 

Calling for broadcasters to as- 
sume a role o\ leadership in the 
national fight for civil rights and 
against poverty — and to wage 
still another war within the indust- 
try itself against the poverty of 
ideas — the recipient of NAB's 
most coveted award reminded critics 
who attack broadcasting's alleged 
stunts quo and mass appeal that "as 
the American economy continues 
to grow, as millions of American 
families hopefully seek to climb out 
of poverty into fuller lives of dignity 
and security, as more and more 
consumers develop everywhere, only 
the range of modern advertising — 
which reaches everybody — can 
hope to be equal to the range and 
requirements of our economy as a 

"A free society can produce the 
most good — as well as the most 
goods — of all the societies on 
earth," McGannon said. 

Among the points which McGan- 
non made in his accounting was an 
adroit reminder that the "Big 
Brother" attitude "telling people 
they're going to get what is good 
lor them, whether they like it or 
not," won't work. 

"Mass media," he said earlier, 
"can never be forced on a popula- 
tion, as a new political or economic 
structure can be. They become big 
only when millions of people choose 
to make them so; and continue vital 
only through the poeple's choice." 

McGannon reminded his audi- 
ence that from the time of Hamilton 
and Jefferson there have "always 
been honest, intelligent Americans 
who believe that the people, as such, 
cannot be trusted without 'nurse- 
maids,' cannot be safely trusted to 
govern themselves. There have al- 
ways been those who have more 
faith in an elite form of government 
lor the people, than believe in a 
popular form of government by the 

"There are still today's 'Alex- 
ander Hamiltons' who don't really 
trust public elections. Nevertheless, 
our obligations as broadcasters are 
clear. We've been given no other 
power than that of persuasion. Un- 

like educators, we cannot requir 
attendance on our efforts, nor de; 
sternly with captive audiences c, 

Leading up to the strange fac 
that "our intellectuals, who mm 
frequently ask us for more seriou 
programing, tend not to watch , 
themselves, even when their t 
sets are on and such programs ar 
available to them on a nearb 
channel," McGannon added tin. 
"we can only get the effective judge 
ment of our efforts, not from th, 
few who don't watch or hear ou 
programs, but from the million 
who do." 

"The facts are obvious." Mc] 
Gannon said," Commercial P 
serves more Americans more often 
in more different ways, for mor 
time each day, than any othe : 
American institution. It does so 
moreover, entirely at the election o 
the people themselves, who havj 
invested more than S16 billion oi 
their own money for the home set 
on which to watch what appeals to 

Rather than being a "cause fo 
despair." McGannon pointed out 
this was a direct "expression of th. 
power of democrac\." 

No radio clutter 

There is no clutter problem ii 
radio because the radio commercia 
of today is operating at "a fa 
higher and fresher level than tht 
TV commercial or the stereotyped, 
tired images of printed advertising." 
according to Radio Ad\ertisinj 
Bureau President Edmund C. Bun 
ker. He adds that's one reasotc 
people don't resent radio commer, 

Bunker was addressing broad 
casters at the bureau's annual pres 
en tat ion before the NAB. durim 
which 17 golden record plaque: 
were awarded to advertisers am 
their agencies for outstanding radic 

Winners nationally were: Ameri 
can Express Travelers Cheque 
(Oglivy. Benson & Mather): Ameri- 
can Tobacco's Montclair Cigarette; 
(Sullivan. Stauffer. Colwell & Bay- 
les): Annheuser-Busch's Budweisei 
Beer (D'Arc\ "Vdvertising); Camp- 
bell Soup's V-8 Juice (Needhaml 
Louis & Brorby); Coca-Cola C>. 
(McCann-Erickson): Ford Motor* 
(J. Walter Thompson): Gen. Mo- 


Buick (M-E); Kellogg s ( e 
. ii ii co Burnett); Mars < and) 
\l \\\) Noxzema's ( ovei Girl 
osmetics (SSC&B); Reynolds To 
acco's Winston Cigarettes (Win 
st\ ( o I; Standard Brands' ( hase 

Sanborn ( offec t.iw I i 

R ;ional winners were Ballan- 
nc Bcei 1 1 st) >. Bank ol America, 
lational 1 1 ust & Sa\ ings ^ssn 
lohnson & I cw is); ( alifoi oia ( Hi's 
hevron (Batten, Barton, Durstine 

Osborn); Mar) Ellens Jams & 
:Uics (Guild, Bascom & Bonfigli); 

Quantas \irlinc (< uningham & 

Bunker, meantime urged radio 
broadcasters to considei coopcra 
live efforts such as team selling 
projects, m which .ill radio 
tions in .1 market w 
sell the medium against newspa] 
and l\ 

\i the same session, K \B ad 
ministrativc v p Miles I )a\ id dis 
closed the bureau plans to 
lease .1 list ol the top 200 spot 
radio advertisers foi l l ">4. .is well 

coui • 1 

tin. combin 

from stations in dv 1 
kcts direct I) . and ihi 
representative in 1 
In addition, l< \B 


David said 

I < < Aith res| 

billing • ms. would b 

I I v. 1.1 1 in ovcrcomin 

■|i plans which limit 
compared with printed m ■ 

Networks wine 
and dine afiliates 

I raditionaliy, the three I \ 
networks put then most hospi- 
table foot forward during the 
\ \B conventions, with recep- 
tions, dinners and .1 tree show 
tor their affiliates. I raditionaliy, 
the staged entertainment affords 
an indirect clue to the mood ol 
each network as it concerns tall 
program plans. The 1964 net- 
work affiliate funfests were no 

\iu - 1 \ seeking to regain its 
aggressive rating drive, put the 
emphasis on what amounted to 
a lavish sales presentation of its 
tall lineup, with ABC-TV presi- 
dent I oni Moore and comedian 
George Burns conducting the 
guided tour. New shows — the 
Sunday-night movie series. Voy- 
age to the Motion ot the Sea. I he 
Addams Family, Jonny Quest, 
\Twelve O (/<»< k High. etc. — 
were shown in trailer form. And. 
1 when available, show stars, from 
Burke's law's Gene Barr\ to 
M( I lale's Navj 's I im Conwaj . 
made hnet appearances I he 
general feeling was a return to 
1 the we're - read) - to-tackle-any- 
•■ bod) mood of the mid-*50*s. with 
1 strong emphasis on Hollywood- 
piDduced programing 

( BS- I \ rating leader this 
'season in the upper Nielsen 
brackets, shunned a fall preview 
'(which the network is holding 
out for its affiliate meeting this 
I spring), and staged a champagne- 
• and-tilet-mignon dinner tor af- 
filiates with a show that bore no 
relation to ( BS- I \ "s program 
plans 1 he Mattison I rio (danc- 

\ B( l i ntion 

live version oj I " i" with regular 
1 ,iu. kidded top brc 

eis 1. 1 ina Robbin (a sprighU) 

vocalist who records foi M 
CUiy), and Martin & Rossi (a 
comic team which has appeared 
on all the networks and which 
records tor \B( -Paramount). It 

was almost , ls though ( BS felt it 
was above mere ra//le-da//le. 
and wanted to entertain affiliates 
with the kind ofconservative" 
tloor show the) could see at a 
resort on a summer weekend. 

NBC-TV, seeking an enter- 
tainment "hook" that reflected 
both the network's image-build 

mg shows and its entertainment 
shows, compromised neatl) on 
rWTWTW, the British-born 
tiricaJ show, and staged a special- 
tor N \B version ol it I sing the 

show's regular east. \B( look a 
tew sh.irp labs .it opposition tar- 
gets , H, \ erly Hillbillies, etc 1. 
and some \er\ mild jabs at N B( 
network and affiliate brasshats 
1 from \B( s 1 om Knock to 
Group Ws Don McGannon, 
lather of one > t the largest fami- 
lies in the radio- 1 V industry 1 

\B( s mood, as such, was hard 
to place, but r 


mOStl) a desire to appear daring 
in the program area, while main- 
taining its previous program tra- 
ditions 1 his was a sampk 
the / B -3 wit. s^t tO the tin: 
" America. I he Beautiful" 

Oh beautifu 

■< hillbillii 

u 5 

/ 1 





ril 13. 1964 


Busy days in the life 
of the governor 

NAB President LeRoy Collins played on 
active role at the convention. At top, 
Collins tlejtl presents Association's 1964 
Distinguished Service Award to Donald 
II. McGannon, president of Croup W 
(Westinghouse Broadcasting). In center 
photo he exchanges a check of creden- 
tials, with Rep. Oren Harris ID.. Ark). 
Following lus convention address, he an- 
swers questions at a news conference, 
lower photo. 

Movie mogul charges 
TV carbon copies films 

Decision-makers in the tv pro- 
gram area (and, indirectly, ad- 
vertisers and agencies support- 
ing programing trends with tv 
dollars) received some tart ad- 
vice Apr. 7 from a movie pro- 
ducer whose feature films have 
often grossed in theaters money 
few Hollywood film-makers have 
seen since tv appeared. 

"Do you know what the damn- 
ing reaction is to an 'ordinary' 
movie script in movie offices to- 
day?" asked Embassy Pictures 
Corp. president Joseph E. Le- 
vine, who answered his question 
thusly: " 'Why make it . . . they 
can see it on tv for nothing.' '' 

Levine, whose firm syndicates 
action-adventure features ("Her- 
cules," etc.) in tv as an important 
sideline, put it very simply in a 
"Program Conference, '64" panel 
session to the assembled NAB 
delegates: "You need us and 
we need you." He warned broad- 
casters, however, that "television 
is in mortal fear of losing its 
audience, so you play it safe . . . 
Everything that is being done on 
television today in terms of en- 
tertainment had as its 'pilot' a 
motion picture. I don't only re- 
fer to your present successful Dr. 

Making some predictions of 
his own, Levine stated: 

"Except for 'fun and game' 
shows and situation comedies, I 
believe the half-hour segments 
will go by the boards. It would 
appear to me that an ordinary 
60-minute show kills an evening 
and a two-hour show or two 
hours of compatible programing 
completes an evening . . . It's 
becoming increasingly important 
to 'slot' an evening rather than 
'slot' a show. 

Also in a predicting mood at 
the panel session was CBS-TV 
programing v. p. Michael Dann, 
who ducked any direct crystal- 
gazing but cautioned that "the 
television programer of the future 
must be completely flexible and 

be receptive to all forms, all tech- 
niques, and all possible sources 
of supply." Added Dann: "I also 
believe that television's future 
can be successful only if all of 
us in the medium make sure 
there is top creative talent." 

Dann also took exception, in a 
Q.-&-A. session following the 
panel, to producer Joe Levine's 
claims that tv was patterning it- 
self solely on movies. Dann also 
denied that networks had sur- 
rendered nighttime programing to 
outside suppliers, pointing out 
that such independents as Fred 
Coe, Herbert Brodkin, and Rod 
Serling used to work for network 
shows but are now in their own 
capital-gains environment. "Only 
the bookkeeping has changed," 
said Dann. 

Group W program v.p. Rich- 
ard Pack, another panelist, chid- 
ed syndicators for offering main- 
ly "a proliferation of reruns," 
rooted understandably "certain 
types of shows on tape that can 
compete successfully with film 
and other formats." 

Veteran producer, and one- 
time CBS-TV program boss Hub- 
bell Robinson, Jr., similarly cited 
the "great creative problem" lo- 
cal-level tv faces in developing 
new audiences and ad revenues 
because of the steady dwindling 
of feature film backlog. 

Syndication's role in the devel- 
opment of tv programming was 
strongly defended by a top s\n- 
dicator, Seven Arts v.p. W. Rob- 
ert Rich, who said the flow of 
program material to stations in 
the past 16 years "has contrib- 
uted as much to the creative 
show business growth of this 
great medium as any other pro- 
gram source in television," Rich 
also stressed the value of tv sta- 
tions of the veteran film sales- 
man. Said Rich: "He can be most 
helpful. His sales travel exposes 
him to many program trends and 
success stories. In fact, he's quite 
a program clinic unto himself." 




- * 

t NAB 

Bumper crop of admen 
survey new product 

Distributors, producers, syndicators, jinglesmiths at NAB 
:onvention report high interest among top ad shops 

rm ki w \s an important differ- 
ence this year at the hospitality 
uhes of program syndicators and 
traduction companies attending the 
\ \H convention. A visitor 
. ah .1 sharp eye for the typescript 
' t i convention badges could spot it 
pi himself quicklj at the Hilton. 
"nd at the i : I and other "OUt- 
fcde" exhibits. 
Here's how sales and program- 
ecutives in the syndication and 
:rvices area themselves described 

' I here was a time when JTOU 

nildn't find a major agencyman 
taking the rounds o\' syndicators at 
ic convention. This year, we've 
sen more agencymen and station 
spa than ever before." said Fred 
lahlstedt of CBS Films. "Agency- 
ien. and even client personnel, have 

;n in our suite talking not only 

nit what stations are buying but 

ml color program and feature 
.ailability for this season and 
.•\t." said \K.\I-IY v.p. John 

irns. "It's the most active NAB 
invention I've seen in terms ot 

aiC) and rep visitors at our suite 
It also underlines the trend 
hereby stations often turn their 
ack on full sponsorship of syndi- 
lted properties in favor of part i- 
pation spots for national and re- 
tooal accounts." said ABC Films' 

:k Tillman. "We've had an unusu- 
large number i>f agency people 

our Triangle pub" to have a 
st-hand look at our new product/' 
lid Triangle's Mike Roberts. 

A couple of blocks down Michi- 
\\enue. at the TFF-'46. the 
in was similar. 

"One of the major New York 

leies had representatives in here 
'-king about our trio of feature 

IS, and about the stations buying 
?m — particularly in color," said 

rihl eastern sales manager Jem 

mard. "Agencies and reps have 

not been our mam \isitors. hut 
We've had an important number of 
them here." said King I caturcs' 

Gene I'lomik. "I've never seen so 
many agencymen making informal 

sur\e\s of new syndication product. 
and also asking aboct future shows 

and network properties,* 1 sard execu- 
tive \ p M I "Bud" Rifkin. 

Which agencies were involved m 
such fact-seeking tours' Judging b\ 
the visitors' books at most suites, 
these seemed to be the front run- 
ners. V \\ \\er. 1 eo Burnett 
(which had a hospitality suite of its 

own at NAB), Grey, FCB, M< 

(aim I rickson, Y&R, J. Walter 

I hompson. 

What delighted the distributors 
and producers most was the interest 

shown bj agencymen in updating 

themselves on new products avail- 
able, and in what stations were 
doing, thinking and buying. 

"We've written a tremendous 
amount oi new station business 
here in everything from radio ID 
and signature packages to get-out- 

the-vote spots, but the agencj in- 
terest lias been uniisualh strong.' 
Morton J. Wagner, president of one 
ot the industry's hottest production 
groups, told SPONSOR "We oo 
most oi our musical commercial 
work lor local stations and advertis- 
ers," he added, "but now we'r. 

starting to draw agencymen from 
shops hke Grey, I ennen & Newell, 

GB&S, and BBDO In some case-, 
their regional branches have bought 
our jingles Now. we're getting 
home-office interes*. too " 

w agner, in fact, is even planning 
a new di\ iston to mal ded 

musical/visual presentations for si 

tions to .[d agenc . I he first pi 
sentation, however, he said, "will 
for ourselves " > 

\t other radix production and 

program suppliers, like Charles 
helson i I he shadow, eft 

Mark ( 

dio ■ hich 

teamed uy foi R 

i » una Room 

taped radii 

indicati m in lim 

ncyman rep interest in 

dio properti 

On the l\ ide, distributors 

found themselves hard-put to find 
n cognizable patterns in the loot 
tnd/or buying inn 
lion managers and pr. 

I til depends mi specific station 

Deeds'," s.uii i our St u 1 1 tribution 

\ p and general man igi • I I 

stone "SORK \M< I \ affili \U I, fflf 

instance, have been asking about 

hall hour properties to till up the pe- 
riods being relinquished b) the net- 
work ( )ther stations have been look- 
ing tor properties to continue suc- 
tui daytime rerun strips Some 
plan to put shows mto nighttime 

prime time, even displacing network 

series Everybody wants .i hot 
property, but what that is will often 
depend on what kind of a station 
and audience a broadcastei has " 

Color emerged as a factor in 
mam of the convention's hospitality - 

suite film sales discussions "Color 
is a big part of our business, and a 

prime reason tor much of the b 

ness we've written or made appoint- 
ments on at the n \n convention," 
SP< >NsoR was told b ind 

B iieral sales man St I 

Dudelson oi American International 

R tthosi current feature p 
is riL'ht up to the top in I \ [ 
ilabilit\ 10 Oi iture 

film distributors, such as Fmb 
( which also has a 10 *rc 

on much new product), Allied Art- 
ists faymari n i \ i which 

S I ms i which has ,i hieh 

lor m its Columbia 
features fiction thrillers and 

in such shows as s -en 

\rts (whose various feature gTOUpa 

tbout 41 
mined that stations 

for it on a money-in-tiv 

whil ting deliver) of lot 

lor film tel :ip- 

ment Color inu n't confhi 

tO feat fmalh 

starting to bu\ . ii or film 

\!i \ I \ 
at the firm's hospitalit) he 

the tn: 

• N. \ U 

13. 1964 

The Pay-TV Controversy 



The following address by Herb Jacobs, president of TV Stations, Inc., was a 
controversial high spot of last week's NAB Convention. SPONSOR is pleased 
to be able to acquaint a wider audience with Mr. Jacobs' remarks, which were 
delivered to an audience including all but one commissioner of the FCC. 

I may not know all there is to know about Pay-Tv — 
but what I have learned and can foresee . . . makes 
me wonder, if I'm living in a dream world all my own. 

Because so many people I know don't seem to share 
my concern about it. If they did — every session this 
week would be devoted to it . . . yet it's not even on 
the agenda. 

Possibly some feel it's too embryonic . . . but that's 
my point. 

I believe Pay-TV must be dealt with, when it is 
embryonic — or you'll never get another chance, even 
if you are a two billion dollar industry. 

I don't want to sound altruistic or like a prophet 
of doom — because I believe in the system of free en- 
terprise. And I believe that people should make their 
own decisions. 

But I also believe that people should he well in- 
formed on issues ... to avoid a minority from impos- 
ing its will on the majority through ignorance or de- 

You're the people too — and you're going to have 
to decide which way to vote on the Pay-TV issue. 

The question is when ... I say NOW — while there 
is still time. 

That's the way I see it. So let's take a look at my 
dream world and see why I think so. 

Whoever controls programming controls the view- 
ing public. If Pay-TV is allowed to develop unchal- 
lenged — its economic potential is so vast — it will 
control programming. And that would be ironic because 
the most important sources of programming in the 
world today is free television. 

The unfortunate thing about that statement is that 
for a long time, the public has been duped to believe 
otherwise, thanks to the audible minority of carping 
critics, intellectuals and other self-interest groups. 

Well I'm sorry for them — it is they who are the 

Despite their intelligence, they lack the experience 
to realize that genius is the rarest of all commodities — 
especially in the entertainment and sports world. And 
for thinking that the human brain has the capacity to 
create quality product — either in quantity or vastly 
better than is now available — merely by pa\ing for it. 

Pay-TV promises it will — Let's sec if they're right 
— and start with the live theatre. 

Challenge any intelligent audience to name just 25 
outstanding Broadway smash hits produced since the 
year 1900 — and give them 10 minutes to do it. 

I've never found any that could. 

Oh. they'll name five or ten off-hand, but xou'll 
find the struggle thereafter — brain-racking. 

If in a span of 64 yean the best producing, directing. 


writing and acting talent has not been able to compil 
a better track record from the many thousands o 
Broadway shows produced, at considerable investment 
how does anyone expect it to happen overnight h\ put 
ting money, in a coin box? 

And while we are at it, we may as well throw som«i 
cold water on another Pay-Tv fable. 

A "My Fair Lady," produced for the live theatn 
would not nearly be as good, on TV. Because it would 
lose the electricity that rebounds across the footlights 
between audience and actor, that sparks the illusion 
dial makes live theatre vibrant. 

Unless it was made with built-in motion picturt 
techniques — but then it would not be live theatre. 

And speaking of movies — In 50 years Hollywood* 1 
batting average for outstanding achievement has beer 
minescule — compared with the tens and tens ol> 
thousands of features released. You play them, you 
know that. 

And we know for sure no amount of mone\ was 
spared the geniuses of that industry to do their best. 

Despite popular belief, the answer does not lie in the 
amount of money available for or spent on produc- 
tions . . . but the human element behind them. 

For example — "Mutiny on the Bounty," starring 
Marlon Brando, is a 26 million dollar flop. Yet — 
"On the Waterfront," with the same actor, won several 
academy awards . . . and it was made for only $385,000. 

No! No "Open Sesame" promise by Pay-Tv will 
ever force the human brain to satisfy the desire for 
greater attractions. 

It's also hard to conceive that people can be so 
easily misled to believe that Pay-Tv will uncover so 
much untapped talent to make it outdo what is already 
theirs, for nothing. 

Your networks spend nearly 200 million dollars 
annually to develop and supply you with programming. 
That's more than enough money to make any talent 
who's been in hiding crawl out of the woodwork. 

Your viewers have had free access to even known 
super-star in the world — from the best of the dramatic 
and performing arts, to full coverage of Project Mer- 

And from Lincoln Center to the Olympics there's . 
damn little they have missed — or ever will. 

Does anyone believe the promise of a bigger pay-off 
will make Frank Sinatra or Joan Sutherland sing an) 
better? Or Sandy Kofax and V. A. little pitch more 
strikes? Or for that matter. Ingrid Bergman and Sir 
Lawrence Oliver, bring their fine art to the screen in 
better fashion? 

Yon know the answer is emphatic all\ no. 

Stars perform at their best all the time ... the 
minute the\ don't, they're no longer stars. 



Gentlemen, let's race it — the aetworki are doing .1 
inn- !•>■•. \iiil it their detractors und haravscrs hclictc 
tin- results arc mediocre .mil sonic even smell, I havt 
news lor them — and anyone ehe — ih.ii*s .ill there is. 
there ain't »<> more — even it the] dig up ( ecll B. 
Di- Mllle, /.iegfield und roscanini — and that goes 
i,»r Pay- 1 » too. 

v n \ s* .1 \ . everyone "ill be takes 1 ;iri- ui hx Ike de- 
velopment of l III -mil I IN. When Ibej come ol age 
ii will knock down unother I'ax-IN argument, [hat ■ 
Van ( liiimn can be seen tor only ten minutes on ike 
lil Sullivan Show, luil they'll give you a I ss <> hour con- 

,11 — h\ paying for it, of course, 

\\ h:ii lil like to know is — why ( ongress ap- 

iropriated all thai monej for the I IN and I III de- 
velopment it Van ( liliurii. won't be around to pun on 

ree television — because I'a>-1N s% i 1 1 have him nndei 

ontrnct, long before. Who's kidding whom? 

\iul it' everybody holds gab-feats until the I * i • > boys 
»el 1 loot in tin- door, what will Mil . I III and I IN 

>la> — Scrabble? Or will Pay-Ti then be asked to 
■hare their good re-runs with us? 

I lure can he 110 donht that the prospects of a bigger 
bay-off Nil SI lure your top talent and biggest attrac- 

1 lie Nctors Guild and every other (•tiihl and I nion 
in the entertainment field has already announced its 
upport of I'ax-IN naturally. \nd free-Tv, as we know 

I todax would never recover from such a blow — hc- 
', (here's onlx enough top talent around to make 
me master. 

If Pay-Tv, should become that master would it put 
ree- 1 \ out of business? No. but \uiir prestige and cani- 
ng capacity would suffer so greallx that \ou would 
use jour present potency and ahilitx to serve, 

I he most recognizable comparison I could make 
wuild he to compare the effect Ix has on radio, when 
011 come of age. 

I he public would say free- 1 \ is O.K.. hut all the 
nod stuff is on the cable, Nnd such propaganda would 
lot be lost on sponsors and xour critics who'd rcallx 
xavc a field dax w it It it. 

Rut I'm also enough of a realist to know that it's 
npossihle to stop progress. I lie best anxoiic can hope 

> do is dclax it. 

Nnd before anyone damns Pay-Tv, just stop ami 
link — it has an economic potential so huge as to 
efj the imagination, Nnd selfishness and profit are 
ot always the most ignoble of motives. 

If Psy-Tt is to become a way of life, its andeniable 

ntencx demands that the puhlic interest he protected 
gainst exploitation. 

In the field of entertainment, there is only one 
roup of men — in w hose care such a trust could In 
laced. sou the Broadcasters and you the federal 
ommunii ations ( ommjssion. Because xou are the only 
roup indoctrinated to act in the puhlic interest. 

It would be the only wsy the puhlic could he BS- 
ired of protection. Because. \ou men are abend] 
eensed In the government and under surveillance h\ 

> regulator* agency. 

Hut I shudder to think of what would happen to 
ie public if Pax lelcxision is permitted In fall into 
ie hands of some of the current crop of promoters, 
hat is wh\ I am urging all of you — (Ongress. I he 
ommission and the broadcasters — to work in concert 
■SVC Pay-Ti put into the hands of the broaib asters 
id the I ( ( . while there is still time. 

Nnd should that he done would programming I'' 
•tier? No. 

Bm it Mm don't fight loi 11 in 1 ii 

— it will bttry Mm. f.tiiuku IkSS Nli KiiimIh 1 .mi 

could. It's that potent. 

It iln n .in som< Mho I ■ - ■ > • doubts about nn drram 
world, I expect it. Mux aiaj feel thai 1 r< 10M thx act 

\Mnks ihorl »ith Iheii capability in -.1 • |i 1 1 taJ 

charge >i the) havi in I haveat, Bui ii tin* don't 

in and help xou how tlux'll lose n you wUl 

It sounds nun .ilisiu - hut it's nul .h difficult I" 
do as some lliink. 

Nnd while I have great admiration foi wimi act 
NMnks I'm not selling in \ ^ ell short because ol It 

One thing in ni\ laxoi is I |usl so happen I" 
klloxx abOttt these movie pinpli llum xx.ix link 

Don't sell them short or linn muit h.u k Im .1 split 

second. Muse ho\s .in- 1. from amateurs and knm> 
ever] Inch in the hook. You can depend upon them 
not to repeal mistakes made in tin Bartlesville, I • >r • ml ■ • 
and Hartford experiments, 

lo a practised eye, it "as .1 foregone conclusion 

the] would all go down the dram. I .nil not OSl] puked 

a wrong location tor a test — hut made the s.mii pro- 
gramming errors. 

I don't consider an] ot those test' - beheg m o w 

than an exercise — in losing money. Hut the nn n I'm 

talking about are not listing — they're playing i'" 


Ihev're not worried whether or not all children — 
rich or poor — see all programs, knd fkej don't 1 
how man] yesrs the l< ( spent to develop .1 l\ system 
that did not create si 1 mid class citi/ens. 

I hex are among tin- shrewdest and most harden d 
businessmen and have few peers when it lollies tn pro. 

But mainly, the] know the value ol Barnumism. 

It would he foolksrdj io underestimate their deter- 
mination and seriousness. Nnd the\ are exceedingly 
well financed b] NN ;i|| Street. I he 22 million dollar 

puhlic 'lock issue ot Subscription l» was underwritten 
b\ 53 of this country's leading brokerage bouses, and 
over subscribed. 

I hex no" have one ol the siiaxest — sharpest .mil 

most dynamic salesmen in the land heading tluir opera- 
tion: Pat Weaver, xxim ens gather beadine? t.i^tei than 
lues honey. 

I el's studx a lixx samples ol his technique ,il press 

i onferences. 

Mere's the tirst hon-inot: " I In feSfl "I SOSSC hmail- 
i asters and most theatre operators I'.ix-lx 
ens their future is nonsense.'' Mux also lived to *.ix 

"NN hat's wrong with selling scrap-iron i" Japan." 

I it's tr\ another one on tor si/e: "Subsi upturn I > le- 
vision xxin not even compete xxith commercial television 
for the attention of most regular IN watchers. 

It's coinfortiiig to kiioxx the] don't want most 

regular in w atchers , iust those hi yoni prune bane. 

But I'xe s.ixed tin pri/e lor last: • I In (lirii nel- 
xxorks tod. ix coinpeti s* it ti i .n Ii othel lor mass audi- 
ence "ith escape and habit rkrwknj profraass, Snkscrlp 

tiou lelexision "ill otlir thought -I mi;' programs 
id Strong interest In small groups" and m tin in \l 

breath, inaliadiili himself by sum; "In addhioa to 

such mass audience programs i> first-run motics and 
sporting i xi nts." lb conchsdes It is tin- capability i" 
■jixe small groups what tlu \ passionatclx want that 
demonstrates tin ditli'iin. bctWCCa Ft ' x mil Paj- 
I x 

Well. I passion. ui ix disagree. Becssnc '• hi a* 
in serve Bp nhalcsct •thought-stimulating' progi 

aril 13 1964 


to small passionate groups, why is his initial pitch being 
made to your pet pigeon — the guy sitting around in 
his undershirt with a beer can in his hand, watching a 
baseball game? 

And he must take us for fools to think that he or 
anyone else would dare try to convince any board of 
directors or stockholders that it's better business to go 
after $100,000 from small passionate groups than a 
million dollars from a mass of guys with beer cans in 
their hands. 

No, Gentlemen! They're after your hide from the 
beginning. Because they know the only way for them 
not to become another Hartford is with your best pro- 

And is anyone buying this mess of propaganda? 
You bet they are. 

I needed some proof about two weeks ago, to show 
you why I thought it would be easy for the Pay-boys 
to take you — how, and how fast. And by coincidence, 
it arrived in the morning mail: a letter from a friend 
of mine who had no idea what stand I would take. 

I agree with a lot of his thinking, and despite the 
fact that he knew I would take issue with several points, 
he gave his permission to use it — he's quite a guy. 
Here it is — 
"Dear Herb: 

Today I received the tickets for the breakfast on 
April 6 to which I am looking forward with great 

I notice in this invitation that the key topic, of this 
year's meeting, will be Pay Television. 

This is a very touchy, controversial subject. I 
am completely familiar with Pat Weaver's project 
for California which would siphon off only about 
5 percent of the people, at various times, who would 
be willing to pay for the outstanding programs he in- 
tends to present. 

In other words, Herb, the Cable Television in- 
dustry is coming of age. It will be owned and con- 
trolled by broadcasters. Any broad indictment of pay 
Tv would be completely out of line. 

I have always been against pay Tv on a per- 
program basis. However, the great American custom 
is that the customer should have the 'right to choose'. 
Pay Tv will attract only a fraction of the audience 
of free Tv and I would bet that 95 percent of the 
people would never pay. Therefore, if anyone says 
that 5 percent of the people, watching some Pay 
Tv features, were going to ruin free Tv, it would 
be a generalization that would not hold water." 
That's it — Mr. Weaver sure gets around. 
Oh, I believe in my heart and soul that the Cable 
Industry is coming of age — but I can't agree that 95 
percent of the people will never pay. 

It may surprise some, but when Pay-Tv reaches 5 
percent of the people, Free-TV will be just as sick as 
the Theatre Operators were when you arrived — prob- 
ably lots sooner. 

Did you know that in the motion picture industry a 
picture is a smash box-office hit when it's seen by a lot 
less than 5 percent of the people? Did you know, that 
5 percent of the people is almost 10 million people? 
And translated into Tv receivers or cable connections it 
means 4 million. 

When Pay-T? is able to get 4 million connections to 
paj $2.00 each to see a National League Pro Football 
game they'll have 8 million dollars a game. 

And if there is no other waj for the pubic to see it. 
they'll pay. 

Now let's see what that means to free-Tv. 


CBS just paid 28 million dollars for 28 weeks o 
the same game — over two years. That's at the rate o 
one million dollars a game . . . but there's more. Mi 
Aubrey said the only way he could afford to outbid th 
rival networks was if CBS did not compensate the af 
filiates for carrying them. Therefore, both you am 
CBS are looking at the bottom of your financial bar 

Pay-Tv doesn't need anywhere near 5 percent o 
the people — to severly damage you and your net 

Do you know how little could trigger it? Just 6/14 
of one per cent. 

Because, 6/10 of one per cent of the people trans 
lated into TV receivers or connections, is 500,000. 

And 500,000 Pay-Tv connections paying $2.00 pei 
game is equal to the same one million dollars Mr 
Aubrey said was his maximum, but it would be Pay 
Tv's barest minimum. 

Now, if you were the head of the National Footbal 
League, or the Baseball Commission, which way wouli 
you go? They will. 

And I'm sure no one believes it will stop with 

So it doesn't take much, does it? 

But will it be possible for Pay-Tv to get 500,000, 

Yes, they will get them, because the connections are 
already hooked up — all they have to do is turn them 

Remember Subscription Tv is a Cable System. And 
while everybody was engaged in hearings for ten years i 
CATV, which is also a Cable System, grew to 1.300 
systems with over one million connections. 

And they arc multiplying at an astronomical rate. 
Only now, with the help of some of the most influential 
broadcasters — who saw their potential. 

I surmise they were late getting into it because the) 
are cautious business men and wanted to take a long 
look. That's something, you'll never get a chance to do 
with Pay-Tv — it's now or never. 

Should anyone think my estimates are figments of 
the imagination, then heed those of a man in high 
authority who would have access to such information. 
I'm not at liberty to divulge his identity, but I'm not 
the only one who knows his thinking. His private esti- 
mate is that within 5 to 7 years 50 to 75 percent of the 
Tv sets in the country, will be wired for Cable. 

But more important, he believes they will all be 
interconnected. And he isn't the only one, in high au- 
thority, of that opinion — I've heard several more. 

If I were a broadcaster, that statement would stop 
me dead in my tracks. 

But how much time do we have left to fight? 

Very little. 

On the West Coast where Pay-Tv Ls about to make 
its debut in three states — Washington. Oregon and 
California — there are in actual operation, or under 
construction todav, 252 CATV Cable Systems. Amazing. 

And it's physical!) possible to interconnect them — 
on a moment's notice. That would blanket the West 
Coast from Vancouver to San Diego. 

These boys aren't fooling. And my friends, thai 
covers almost 25 million people or ten per cent of the 
population. And the rest of the country can go jump 
in a lake — the Paj Boys don't need them. 

\la\ I put a commercial in this spot, for the people? 

It won't take 5 per cent for the minority to force 
ils "ill on the majority — just 6/10 of one percent fe 


enough <>! .1 ialal\s| I" make M and 4 HI pax In HC .1 
program the) mux haw access i<> foi nothing;. 

\111l I'll liki- miii lo knnxx I'm hill) BWSK that main 
ill ihr ( \IN licenses granted In Una I authorities pro- 
hihil tin- use of tin- facilities for I'av-Tv, per BC. 

In addition lo their legal eagles who knoxx free cntcr- 

priM is endorsed bj law and court, the Paj p rom oters 
rah mi help from local governments who always need 

inniicx. ;ui(l VOCal self-interest groups In demand the 
right ol sell-determination. 

Km xxiii the) be able i«> get month people lo sign 
up when the) clear their legal obstacles." 

Ibex will. It's Ihcir easiest job, because the) "ill 
attack the Mtti Bnderbefl) ni (he peo p l e, Ac desire i«>r 
multiple choice. 

One million CATV connections proxc il. 

Vnd the) "ill attack vour soft 1 1 1 1< 1 1- r I »«.• 1 1 > too — the 
small markets — when people don't hare multiple 

I bene promoters arc not going lo look lor trouble 

b) arousing the "rath nf the major mid medium si/c 

mnrkets. I he) waul them lulled into complacenc) he* 

1 cause the\ don't need them to win. 

I lure's eBOUgh entertnimnciit-s(;ir\c<l people in the 
smaller markets to gi\e them 5 per cent and more with- 
out a struggle. 

I hat's \\ li \ it's New \nrk's, Detroit's, Dcincr's and 
Omaha's fight too. Because ever) new connection in 
in (he outlying markets will he another nail in their 

I he) can't saj it's not their husiness this lime — il 
will be their necks too, if the) don't help. If all hroad- 
casters wnuld ha>e pitched in and helped the Id 
( rancxs and the Bill Grow ten \cars BgO in their fight 
to control or contain CATV, when there was still ool) 

a handful, < \ I n would not now be the most dangerous 

potential to the success of Pay-TV. 

today, no one would think of doing anything about 
( \l\ without first consulting NCTA, because now, 

BUl's more than twice as main of them as there are 
of you — 1.300 s) stems, and growing like weeds. 

But if Pay-Ti is going to be that eas) to come by, 

because there are enough damn fools who want it, then 
I s.n . the) are the people too — let's gfee it to them. 
But first — let's protect the interest of the majority. 

I here can he no doulit of the legal anil constitu- 
tion. il grounds OB which permission was granted, tor 
lu l'.i\-l\ tests. But what happened to morality.' has 
it lost its meaning? 

It was never intended that 5 or 10 percent of tlu 
maple — who are either uninformed, or starved. Ih-- 
L'ause thcx can't receive multiple signals — should im- 
)ose their will on the otei unclosing majority, as can 
lappen in this case. 

therefore, it is the nut] of Con g r es s and the Com- 

nission to protect all the people. If there are no laws 
B COTCr it. or it thcx are inadequate, it is their dut) to 
enact or change them — in the people's interest. 

But it is youi fob, as hroadcasters. to see to it that 
t is done, \111l it can onl\ he done b) putting all broad- 
HBtittg — 1 ree , m ,| |' ;1X — under one roof. 

If this monster is allowed to fall into the hands of 
milliliters. everybod] xxill lose: the people, the Ire- 
iroaih asters, the networks, and even the CAT! opcia 
ors. not excluding those x\h<> are also broadcasters. 

It won't matter who thex are — or how politic .ills Ihcxll he catered to. OUT) long enough lor 
he Pa) boys to become well entrenched — then t hi- \ 'II 
•e gobbled up too. 

It's an old old pattern with some of these iin>\ ie 

pcoph . who don't know what lox.dn Is ■ e»< n la • m h 
other. \inl Ihev'll do it, In 1 aim lln > II t ontrol pro 
gramming. \ml Ihcx'll do il, iM'tausr mi main l.rn.ul- 
i.i-Iiis dun I know 1 lit- 1 r own strength 

ITonff power lies in .1 drug mori potent Ihan heroin. 

I'\e MCn ils uiagu .il work main linns ■ s I . . ■ ■ n 

usher in one ol m) theatres asked ■ patron fitting Im 

IWCCB two empn seals Iii phase moxc over sn .1 , • • 11 |i l< 
COUld sil together. I he patron would nunc, hut ss ■ 1 1 1 

cms glued lO the si rein mesmerized. Hi M she. 

would not miss even a second ol Ihcii dream world — 
potent Stuff. 

Vnd lhe\'ll move omi In I * .1 s - I s . willi'nil 1 * 11 

knowing m — mesmeri/ed. lor whoever posesses iluii 
dreams. possesses them. 

\nd tin' Pay«boys know ii loo, but the) also know 

that everything isn't a dream. I h. it's wb) lln \ dnn'l 

want everything you've got, the) wouldn't lake d il 

miii gave it to them. It the) did. the\ wouldn't h.m 
anything lo use lor comparison, to shout about. 
1 be) oul) want your beat 

knd it lakes sn little to get it — exen << 10 of one 

p e r ce n t is enough ol ■ catalyst. 

I hat's wh) Phy-Tt is evervhodv's business — vnurs, 
the Commission's and Congress's, ^mi have DO more 
time for procrastination and indecision — because the 
moment of truth has arrived for all of yon. \"d BO 
matter what BUybod] BUyi to the contrarx the hroad- 

enstfanj mdnstry, as we know it today, cant thrive Hdt 
Pa) Half Free — cant serve Hail Pay - Hah 4 Free. 

I here aren't enough dreams in go .in.iinil. 

But the hroadcasters are ahead) fighting each other, 
if the news reports are true, instead of their would i>i 

usurpe r s. 

In the name ol common sense miii can't do thh t" 

each other. In the name ol iuoralit\. the Commission 

and Congress can't do this In the p e o p le. Vnd BOUC ol 

m>u can afford to slick \niir heads in tin sand, and 

hope it will »n away, fhe I . v. boys ahead) have their 

one big attraction — after that the dclug. 

If miii divide — tbeyl conojner. If yon procrasti- 
nate — they'll conquer. 

If I were a station owner when this convention is 

OVer and wc got finished talking about 1 billet, mil 
forms, and piggx hacks. I wnuld BTgC im iintu-t r \ 
leaders In schedule another COUCfatVC — m SOOU .1- 

homant) possible. 

I would urge them to see i«. it that ever) broodcnstei 

in the COUntT) attended it. had I wnuld urge lln in hi 
invite the ( nmmission. as well as Members "i < oo> 
grens, and call ii a "Survival Meeting." 

I wnuld Uge them In keep all of Us locked 1111 until 
xxc ironed out our differences and raised the big 
war chest in our historv. 

V. I ess \\ ill \\ in. knd the slakes are high enough 

to warrant inch effort. 

Which wax miii choose is M.ur decision to make, tint 
mine. But I will pledge to <\<> whatever is asked id im. 
in. mailer what the decision. Vnd it the battle is to l>- 
joined. I beg Oi xmi: Remove the xciicer. and gel rid 
of the well turned phrases — some ol (Ins, peoUU 
don't understand Ih. 11. Put on hrass knuckles and slug 
il out. knd get down in the gulli r. in the mud. and 
shout if miii have to sn UK) can hear m.u better, and 
know thai miii mean busin 

It's the oah w.n thcx will understand, .nnl 11 's the 

OUl) w ,i\ In M ill. 

It's M.ur hli — ll's M.ur iiiMsinnni. lis \nur in- 
dustr\ — and it's M.ur ri^hl N) it. 

Don't lei tin in -rind totl dowa 


pril 13. 1964 



Bottling unit puts caps on 300 quart bottles per minute. 

First floor of new packaging plant has si.x bottling units in operation. 



I HE 124-YEAR-OLD P. B.U.l \\ 

riNE & Sons Brewing Company 

Newark, N. J., last week opened i 
new $10-million packaging, ware- 
housing and shipping center as part 
of its 42-acre Newark plant, popu- 
larly known as Ballantine City. 

With 300 distinguished guests, 
including New Jersey governor 
Richard J. Hughes and Newark 
mayor Hugh J. Addonizio. Ballan- 
tine officials identified their brewefi 
— the only site at which Ballantine 
is made — as "the largest single'! 
brewing operation in the world. 

At the new facility, 6 million cans 
(both 12 and 16 oz.) can be filled 
and packaged a day. Officials 
pointed with pride to the systemiza- 
tion they've evolved, under which 
an empty beer can delivered to the 
brewery at 6 a.m. is filled and sealed 
and ready for the consumer by 6:2 
a.m. — just 22 minutes later. 

The new portion of the plant can 
also fill and package 2.5 million 
bottles (12 oz. and quarts) a day. 
It takes longer to fill a bottle — 
53 minutes, in all — because bottles 
have to be sorted as they're returned 
from taverns and stores, then in- 
spected (both visually and by moans 
of an electronic eye), and finally 
washed to clean off spillage, a proc- 
ess that takes longer than it does 
for cans. 

A new storage warehouse will ac- 
comodate 700. 000 eases o\ beer 
and ale under its 8.5-acre roof. 
Visitors, taken on bus tours of the 
42-acre brewery, saw that storage 
is based on the pallet — a wooden 
rack on which 32 cartons of bed 
and ale can be slacked, then movflj 


opens $10-million annex 

g a single unit by lift-trucks. 

I he key to the over-all operation, 
lowever, was identified as the brew- 
conveyor Ivlt. a 7-mile sys- 
lem that allows for speed) handling 
»t daily production. 

It explained that souk- 700 
-OUte trucks .iikI tractor trailers 
eave the brewer) daily, including a 
icu fleet of 525 white-and-gold 
■oute trucks, inaugurated last 

1 reight docks at the new. section 
if the plant accommodate sonic 68 
ailroad cars, chiefly for unloading 
'I raw matnals like malt and corn. 

I he latter gives beer its lightness 
md dryness, comes in "grint form" 
tnd is actually the heart o\ the corn 
ternal. Hops for Ballantine arc pro- 
luced chief!) in Washington, Ore- 
on and Idaho. h\ growers who. 
nder contract to the brewery. I'ol- 
ow its recommendations on lertil- 

tion. irrigation, picking and pack- 


Before going through its final 
mishing process, beer at the Mai- 
nline plant is stored in 15,000- 
arrel \ats. said to be the size ol a 
oom apartment. 
gn o\ the new facilities 
Uted in 1959. Construction started 
1^60 and has just been com- 
Carl W. Badenhausen, Ballantine 
resident, made a brief welcoming 
ress. then led Gov. Hughes and 
liyor \ddoni/io to an area of the 
ew facility where they participated 
i the reception and shipment of a 
edication load of beer. Jerr\ Cole- 
ian. Yankee sportscaster, was 
>ast master tor the dedication ■ 


prii 13 1964 


i i \ 

ft T 


Whenever there's any excitement around here 





- • 



we're there ! 

was a fine frenzy of excitement— widely known aa 

er Hysteria" at the final game of our state high 
hool basketball tournament recently. 

n thousand lucky ticket-holders packed Butler Uni- 
ty's \ :ist lieldhouse to the rafters. 
id just about every other Hooaier worthy of the name Bat 
•11 up toward the edge of his chair in front of a T\ 
Itching our exclusive live telecast. 
i this night of nights, we not only served our own 
untv audience . . . we fed our telecast to ten other sta' 
roughout Indiana, providing the only television coverage 
■ the climactic game. 

>mes the historic Memorial Day 500-mile race . . . 

U he right in the middle <>f that, too, l'lus all the big 

>"l 13 1964 

thL« sum- 
I'lus thl ur this • :htng 

worth <■ 

WFBM j • TV 

buy m Indianapol 



" * S IJTm 




Proctor Gamble leads 
network p.m. sponsors 

The Proctor & Gamble Co., 
American Home Products Corp., 
and R. J. Reynolds Tobacco Co., 
were the leading buyers of evening 
programs on all three television net- 
works during the first quarter of 
1964. according to analyses made 
by Network Advertiser Report, 
New York. The three led a list oi 
164 companies and company di- 
visions that were partial or com- 
plete sponsors of network programs 
in prime time, between 6 p.m. and 
1 1 p.m. daily during January, Feb- 
ruary and March. 

PSG program sponsorships to- 
taled 348 commercial minutes dis- 
tributed among 25 different pro- 
grams and series on the ABC, CBS, 
and NBC networks during the 
three-month period, far ahead of 
all other advertisers. 

American Home Products Corp., 
including all divisions, had a total 
of 269 commercial minutes on 12 
programs and series on the three 
networks, and R. J. Reynolds To- 
bacco Co., in third position, had 
248 and one-half minutes on 13 
programs and series. Other leading 
advertisers included General Foods 
Corp., fourth with 216 commer- 
cial minutes among 20 programs 
and series, and General Motors 
Corp., including all divisions, fifth, 
with 214 commercial minutes 
among 1 9 programs and series. 

Philip Morris, Inc., unique 
among the leading advertisers, con- 
centrated all of its first quarter ad- 
vertising on one network, with a 
total of 176 commercial minutes 
on eight CBS program series. All 
six major cigarette manufacturers 
placed among the top 15 network 
program sponsors. 

The Chevrolet Division. Gener- 
al Motors Corp.. had more sched- 
uled commercial minutes. I 15. than 
any other automobile manufacturer 
or division, contributing to t h e 
overall General Motors total thai 
moved the parent companv to fifth 

Network Advertiser Report pub- 
lishes semi-monthly and quarterly 
analyses of advance commitments 
lor all prime time network pro- 
gramming in terms of commercial 


Hie complete list of the first 15 




164 sponsors of 


network time for the first quarter, 1964, is as follows: 

and l] 



>er of 






b\ networks 


Proctor & Gamble Co 









American Home Products Co 
(2 divisions) 









R. .1. Kevnolds Tobacco Co 

248 '/2 








General Foods Corp 









General Motors Corp 

(5 divisions) 









Brown & Williamson Tobacco 










Philip Morris Inc 





Bristol-Myers Co * 









American Tobacco Co 









Gillette Co (2 divisions) 








Liggett & Myers Tobacco Co... 



Block Drug Co 








Colgate-Palmolive Co 


( D 

Lever Bros. Co 


ABC (1); 
ABC (1); 
ir Clairol, 





(2); NBC (6) 1 
i Bristol-Mvers | 

P. Lorillard Co . 

.... 113 

oes not include 34 commercial 

minutes fc 


minutes per program for each ad- 
vertiser. The first quarter report 
for 1964, from which the list of the 
top 15 advertisers has been com- 
piled, was published last week. 

Advertising, marketing 
changes at Reynolds 

Howard Gray has been named 
marketing manager by R. J. Rey- 
nolds Tobacco Co. Robert A. Rech- 
holtz succeeds Gray as ad manager. 

Gray has served as advertising 
manager since 1957. He became 
assistant advertising manager the 



previous year. He has served on 

the company's advertising commit- 
tee and is chairman of the packag- 
ing coordinating committee. 

Rechholtz has been with Rey- 
nolds' advertising department since 
1961. His previous experience was 
with the advertising department of 
Procter & Gamble Company, as as- 
sistant to the copj supervisor and 
assistant to the brand manager. 

Ad tab to nearly aouble by 
1970: B&B's McMahon 

An estimated $22 billion will be 
spent in advertising in 1970, com- 1 
pared with over S12 billion today, 
says Benton & Bowles V. P. Jo- 
seph M. McMahon. who stresses 
that "with more and better adver- 
tising directed against tomorrow's 
consumer, the advertising ... for 
our clients just has to be mon 
forceful if it's to be really and truly 

Speaking at week's end to the) 
Women's Advertising Club of \\ ash- 
ington, D.C., he discussed changes 1 
in consumer attitudes and market- 
ing techniques since 1945 and told 
the club members to look ahead 
to even more change and competi- 
tion in the years to come. 

McMahon painted to "new prod- 
uct revolution" in last 20 years, 
which stemmed from alert market- 
ers first identifying consumers') 
needs and then to satisfying them. 
And added that consumers haven't 
onl) grown accustomed to change 
but now seek and demand it in 
products and services made 
available to them. 

The forces and changes of the 
past will accelerate in the future, he 
said. "We'll have more people to 
sell our products to . . . within a 
generation, nearlj two-thirds of all 
potential customers will be people 
not in the market today. 


What's missing from 
this sa m that would 
arousi art <if< r vi( wi r 
iih ntification, gn aU r impact 


What '.< tin bi st way to 
bring out "II tin u > ling 

oj icy goodm ss that 
tli is product has to offi r ? 

How c(tn tJi( se 

TV commercials b( 

made to work hard* r, 

sell more ? 

What's tin <>in way t<> convi y 
tin imprt ssion ofi legana . 
intimacy and vitality that is 
ded by this Jim />< rsonal car ? 

t a hi thi pagi and s< i 

Kellogg's drives home product iden- 
tification, enhances appetite appeal the best 
possible way . . . with color commercials. It's one 
reason why Kellogg's is number one in its field 
. . . and stays that way ! 

\jOlOV ! Sprite puts over its cool, moutl 
watering green packaging using color comme 
cials that get higher sales and increased enthus 
asm with bottlers. No wonder Sprite moved u 
to number two in its field in only 24 months ! 


I ' . Ford uses color commercials to show 
off rich body colors and interior designs. Color, an 
essential factor in car sales, enhances consumer 
involvement. It's just one more reason why 
Thunderbird is number one in personal car sales ! 


makes the difference ! 

Here are just a few of the many benefits you get whc 
you use color commercials: 

1. Strongest possible trade name identification 

2. Greater consumer involvement 

3. You stand out from your competitor 

4. Your best prospects see your products at their be: 

5. Less cost increase for color than in print media 

6. Black-and-white viewers see even better pictures 
The whole country is going color . . . more stations, mor 
and more home sets. Work in color now and you get th 
greatest possible benefit in terms of experience an 
better transmission, even in black-and-white! Wantt 
know a lot more about the benefits of working in color 
Just contact: Motion Picture Products Sales Departmen 
EASTMAN KODAK COMPANY, Rochester. New York 1465C 

SPRITE: Advertiser: Fanta Beverage Co.. a division of The Coca-Co 
Company. Agency: McCann Marshalk Co.. Inc. KELLOGG Compan 
Advertiser: Kellogg Company. Agency: Leo Burnett Inc. THUNDERBIRI 
Advertiser: Ford Motor Company. Agency: J. Walter Thompson Compan . i 

For COLOR . 


AFA asks nominations 
for Hall of Fame honors 
Nominations foi advertising's 
H.ill ol I ame, sponsored by the Ad- 
vertising Federation ol Vmcrica and 
Advertising Club ol New 1 oik. 
wing accepted between now 
.nul April 2() at \l \ headquar- 
ters, 655 Madison \\c . New 
\ork. I lection is made on basis ol 
service to organized advertising bj 
men or women deceased two 01 
more years. Jury of judges, 
headed b) Elon G. Borton, retired 
\l \ chairman and president, will 
select two nominees this year foi 
I bionor at the \1 \ 60th annual con- 
l vention in St. Louis, June 7-10. 

Falstaff's soft-sell 
Duts emcee to sleep 

Latest thing in soft sell is a way 
-ut IV campaign cooked up bj 
rank Rhylick, creative head at 
Wade Advertising on the (oast. It's 
inquestionabl) the answer to main 
>f the critics of commercials. It 
eliminates anj cause for federal 
omplaints about loudness. And 
nakes members of vogue-ish "Ob- 
iozk>us Commercials" clubs look a 
ntle silly. But cleverness and pop- 
llai appeal aside, can it sell beer 
or client Falstaff Brewing' 

Titled "This is Your Minute.'" the 
cond spot which broke last 
-eek in San Francisco is almost en- 
irelv silent No one ever listens to 
ommercials anyway, opens Fal- 
'. it'l's pitchman, "so this is your 
linute. Win don't you run to the 
itchen and have a beer --any beer 

or go to the bathroom? Well call 
ou when the program is back on." 
n the ensuing seconds this new- 
tyfcd salesman practically falls 
sleep on the screen, but perks up 
nd gi\es a yell when the program 

about to return. 

\ Sound of I aughter" series of 

's features no audio at all. Just 
k lighter and the visual impacl of 

iMC announces 
■ 1 million campaign 
British Minor Corp. which in 
moved into second place in 
iles of imported cars in the 
s has announced anothei 
lillion advertising campaign for 
IC fiscal year beginning this month 
Sales for BMC for the first quar- 

tet ol 1 96 i w ill K second i ml) to 
\ olksu I l" B\U 

president, nil Suffield, and 
50' - ahead ol the thud ranking im 

l nlike Volkswagen which uses 

real deal ol I S BFvH * 
putting the lion's shan ol the 
budget into pi im l hirtcen national 
magazines will be used throu 
agency Reach, \K( linton & I 

Reingold buys color 
TV for Met home games 
" I his in. ue believe, the first time 
a Stadium's lighting will have been 
designed for colorcasting o\ night 

names." said G I' I it/patrick. .ui- 

vertising director ol Rheingold k 
in announcing brewery's sponsor- 
ing color telecasts ol all Met home 

games on \\()R-l\ New iork. 

I he additional COS! of special lights 
at She., Stadium, now undei con- 
struction at Rushing Meadow, will 
amount to more than $ 1 50,000 

Colgate to sell Ajax 
on NBC-TC color show 

" \s an important element in the 
massive March- \pr:l spring clean- 
ing promotion," the Clogate-Palm- 
olive Co. is sponsoring "///<• Ten- 
nessee Ernie Ford Hour in color on 
the MU I \ network from 8 ; '»- 
9 30 pin I SI \pnl in. on behalf 

of all Aja\ products Other com- 


lion i 

a Kummel in< 

ule ol I 

coloi ads m national punt, dii 
mail and a 
foi a total d 

ill ( Olgatc's hist.': ' 


household ; 

products include ih 
purpose cleaner, 1 1« h »r and 

deanei and a new lauiuli . 

Zenith's 1963 report 
highlights color TV 

1 upansion ol wholly-owned sub- 
sidiary, 1 he Rauland ( orp , to j 
duce more than 10 
ture tubes a month profitably 

highlighted in Zenith Radio ( orp."a 

1963 annual :. a cited b\ 

chairman Hugh R ;i and 

president Joseph \\ right I ; 

the SUDSidiar) WOUld make B sub- 
stantial contribution in 1964 "in 
continuing to in- Zenith's 

share of the fast-growirj l \ 

market.'" to which the company has 
lor several years keyed I 

manufacturing and market 
Ms s.des in 1963 bit 
802,000 oi i: 

record set m 1962 I 
$20,852,00 ve the 19 

■rd. Both earnings and sales had 
been reported previously 

Putting contract to bed 

Scfta Mattrcvi ( <> .. m.i n . I!. Doner \ ( u.. hi- niii»cd n ^ - li . i r , il \po 
surship for ihc third <>| ( Ura£n < nlis uiur.^i l>\ WdN K.1H10. 
siuninu were Serta |>ris-. I). ( . Htrwh, lr. w.iixli. .mil JW) l>"inr » 
M. I . W(.N inur. ( Ii.iHin I (, iCcv s.n i \j\ 
K.ik-I.nii;: ii"t "< ut»s \ oice" lack Quintan, lloim mil .i«.i\ gaMH i 
.iiri (I 

pril 13, 1964 



Computer use rises 

Computers in agencies have tripled in 10-months but 
new applications are slow to develop. Only three 
agencies studied use EDP for media planning, evaluation 

TIONS have tripled in the last 
10 months, a study made by RKO 
General Broadcasting indicates. 
Most of the major agencies now 
have computers or are utilizing out- 
side data processing equipment. 

Of the 24 agencies studied by 
an independent research firm for 
RKO, six have added computers 
(EDP) since April 1963: Ted Bates, 
Compton, Dancer-Fitzgerald-Sam- 
ple, Doyle Dane Bernbach, EWR 
&R, and J. Walter Thompson. 

Two new agencies have EDP 
equipment on order (Foote, Cone 
& Belding and Benton & Bowles) 
and three have purchased service 
from outside companies (Grey, Ken- 
yon & Eckhardt, SSC&B). 

Accounting and general fiscal ap- 
plications remain the outstanding 
use of data-processing equipment, 
with few agencies using EDP for 
media planning and evaluation 
(Lennen & Newell, Young & Rubi- 
cam). BBDO could also be in- 
cluded in this group. 

These facts were released by 
RKO General Broadcasting. 

Computers are used in various 
ways within the agencies, but their 
importance in media selection has 
been particularly stressed. Agencies 
are quick to point out that the com- 
puters are not an end in themselves 
in media selection, but rather 
should be used as a starting point 
and as a basis for the media man 
to exercise his own good judgment. 
For this reason BBDO declined to 
be categorized as using "FDP for 
media planning and evaluation." 

While electronic computers, men 
and organizations go through the 
same basic steps in the initial in- 
formation processing stage of de- 
cision-making, only men are "ca- 
pable of coping with uncertainty 
and taking decisive action h\ mak- 


ing the leap of faith across the de- 
cision gap," according to Dr. John 
C. Maloney, manager, research de- 
velopment, Leo Burnett, Chicago. 

Media decision-making is a com- 
plex and difficult business, Joseph 
St. George, v. p., Y&R points out. 
And when considering the even 
greater complexities of the broad 
spectrum of the business, it seems 
to him that a truly effective pro- 
gram designed to help make busi- 
ness media decisions may have to 
be developed from scratch, using 
wholly new hypotheses, approaches 
and programs. 

St. Georges explains the role 
computers play in selection at Y&R, 
using spot TV as an example. 

Data from availabilities are fed 
into the computer via teletype pa- 
per tape from a machine in the 
media department, he says. The 
immediate output from the com- 
puter is cost-per-1000 data which 
is delivered back to the media buyer. 
Not only docs the computer do all 
the necessary calculations on cost- 
per-1000, but it also arranges spot 
in order of efficiency by station. 

Then the buyer considers the op- 
portunities provided in each market 
for which he must buy. When he 
has a reasonable idea of what he- 
has to work with, and what he 
wants to do, the buyer goes back to 
the computer, simply by picking up 
the phone and dialing it. When he 
is connected he reads into the com- 
puter the identifying number for 
each of the spots which he wished 
to consider, and almost instantly the 
teletype begins to print an answer. 

St. Georges said the computer 
then comes up with such data as 
reach and frequency for all stations 
in a given market, plus the weekly 
cost, number of spots and COSt-per- 
1000 for each, gross rating points, 
and other essential information 

needed for a media buyer. 

From there, in a matter of mil 
utes, the buyer can try any numb 
of combinations of spots in a ma 
ket until he finds the buy whk 
most effectively and efficient 
meets his agency objective. 

Agency media heads concern* 


February — 1964 
Trend toward automation 

Equipment on premises: 


EDP (computer) 

Own equipment 

Leases equipment 

Equipment on order: 





Buy service from data processing 

No major automation effort 

Current application of 
automation procedures 

For all media 

For omp media 

On all accounts 

On some accounts 

Researching applications 

No activity at present 

Current use of automation 

Media planning & evaluation: Print 

Media decision implementation 
Buy orders: 

Insertion (print) 

Contract (broadcast) 

Estimating: Print B 

Estimating: Broadcast 

Media paying: Print-Broadcast 

MATEC — applying media data and/or 
costs to sales territories 

Accounting & gen'l fiscal application! 

Are media decisions made by equipment 



made from data generated by ••» 




vviih the application of the com 
>utei N. V* \wi, i Philadelphia), 
I eslic I .mi. ul). directoi ol media; 
red Bates, William J Kennedy, 
lirectoi ol media; BBDt ). Herberl 
Vfanelovcg, v. p., media director; 
Benton & Bowles, Bern Kanner, di 
ectoi ol media; 1 eo Burnett, I ( hi 
uivi. lorn Right, media director; 

unpbell l wald, 1 mi] l acovsk] . 
lirector of media; Compton, Frank 
Cemp, media director, v.p.; 

Dancer-Fitzgerald-Sample, L. T. 

ischer, director of media; D'Arcy, 

I rank S < >u. m 1 p, m< dia directoi . 
Doyle Dane Bernbach, \i Petcau 
age, \ p., media director; I WR&R 
Sam Scott, directoi ol media 
Foote, ( 'one & Belding, l rank < h*o 
mer, Jr., \ p . directoi ol market 
ing sen ices; 

Fuller & Smith \ Ross, John 
Nuccio, \ p., directoi ol media. 

Grey, Hal Miller, media director. 

Kenyoo & Eckhardt, Joseph Miami. 

director of media relations. I cimen 

\ Newell, Herberi Zeltner, senioi 
\ p . media directoi . McManus, 

lohn \ \d.mi . i P < 
media supcrvisi 

\K( .inn E rick son K \1 i 
\ p media dii 
l ouis & Brorb) Robert \ Wull 
horst, \ p directoi ol media and 
research; < >gilv) . Men on 
ther. s.ini l I i. . v.p., media di- 
rectoi . SS< .vH I loyd H ■ 

media director; J \S alter I h. ••■ 

son. Dick Jones. \ p . media di 

rector; Voiine S v. 

Bahr, \ p . dire* media rela- 

tions, planning ■ 



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X X X X X X X X xxx xx x 

XX xxx 

X xxx xxxxx 

13. 1964 



New Midwest head 
by McCann-Erickson 

Carl Johnson, Jr., has been named 
executive vice president in charge 
of the Midwest region of McCann- 
Erickson, Inc. 
He will also be 
chairman of the 
board of man- 
agement and di- 
rectly respons- 
ible for manage- 
ment of the Chi- 
I cago office. 
A Johnson has 

^ been president 

Johnson , . £ 

of the McCann- 
Erickson office in Tokyo for the 
past three years. Before that he was 
a vice president and management 
service director for the agency in 
the United States. He joined Mc- 
Cann-Erickson in 1956 after being 
associated with Young & Rubicam, 
Affiliated Retailers, Inc., and Mont- 
gomery Ward, Chicago. 

The appointment of Bernard 
Gross as vice-chairman of the 
board of management of the Chi- 
cago was made at the same time. 
Gross is a senior vice president. 

Baisch agency expands, 
changes its name 

Baisch advertising agency, a 15- 
year old Cleveland advertising and 

public relations firm, has changed 
its name to Baisch, Blake & Gabriel. 

The name change is made to re- 
flect the growth and expansion of 
operations or personnel, according 
to a spokesman. Blake joined the 
agency in 1954 and Gabriel in 1958. 

"In 1963 our sales reached an all- 
time high," president Paul Baisch 
reports, "and we anticipate our 
billings will increase 20% in 1964." 

BB&G serves some 50 local, 
regional, and national firms in in- 
dustrial, financial, mail order, and 
retail fields. 

Smith/Greenland uses 
shock approach for ABC 

Smith/Greenland has come up 
with the "shock" approach to create 
interest in the ability of its client, 
The ABC Radio Network, to pro- 
duce products sales. 

In its first of a series of adver- 
tisements for the ABC Radio Net- 
work, Smith-Greenland uses this 

"Bab-O tells everybody that net- 
work radio is terrible." 

And then goes on to explain: 

"They hope their competition be- 
lieves it. 

"Why shouldn't BAB-O's compe- 
tition know how effectively network 
radio moves product? 

"No reason. 

"On the other hand, why docs 
BAB-O have to be the one to tell 

Sorry, piggybacks count as two 

Howard II. Hell, (ode Authority Director of the National Association 
of Broadcasters, explains Wit's new Television Code amendments on 
multiple product announcements to industry leaders at recent meeting 

(see Fridaj at 5. March 23). Shown (l-r): Howard Hell. Edward Fieri, 

BBDO; Samuel Novcnstern. lever llros.: Fred Plant. Block Drugs; 

Lawrence Rogers, Jr.. Taft Bcstng., member of new TV ("ode review 

hoard; Newman McKvoy, C&W. 


"After all, how BAB-O took 1 

long-term declining sales curve, r| 
versed it, and achieved a 24% ij 
crease, is their business. 

"It's also the business of netwoi 
radio. BAB-O used network rad 
effectively to create its remark ah 
sales success. 

"There arc over 210,000,000 r; 
dios out there. Home radios, c; 
radios, transistor radios. And sorrn 
body's listening to them. 

"Just ask Bab-O. Privately. 

"For an even broader view <' 
how network radio moves produc 1 
call on network radio. 

"As a matter of fact, call a' 
four radio networks. 


"The ABC Radio Network." 

Spiro now Lavenson 

Walter A. Spiro has been electe 
president and chief executive o 
Lavenson Bureau of Advertising 
here, succeeding James H. Lav or 
son, who continues as member c< 
board. Agency, with current bill 
ings of $5 million, was establishes 
35 years ago by Jay Lavenson. Sr. 
who continues as chairman of board 
Newly named to board are Vici 
Presidents Mira Berman and Harry 
A. Egbert. 

Spiro has been exec. vp. of La 
venson since 1958, in charge oj 
client service. Before that, he waij 
ad manager of Gimbel's here anc; 
held exec, posts in advertising, pub 
licity, sales promotion and display 
with such firms as Allied Stores 
James McCreey: Loesser; and Gim 
bel's, New York. 

FC &. B's Italian 

The lOO'/r acquistion of Radar 
& Benson here by Foote. Cone & 
Belding makes new firm, to be 
known as FCB-Radar. S. P. A., the 
largest American agency in Italy 
and third largest of all agencies in 
this country. Acquisition, first by 
FC&B since it went public in Sep- 
tember, involves purchase of ma- 
jority interest from Italian princi- 
pals with agreement of S. H. Benson 
Intl. to sell to FCA:H the minority 
interest it holds. 

Radar & Benson's annual billings 



[Ota! N> s( ' million ( )|Ik i \nicii 
pan agencies in Italy N\K Itamco, 
\4 million; J\v I . s 4 million; 
i;m>< > $3 million, McCann I nek 
„mi. $ 1 million. ( iardner (and pari 
I, $1 .5 million; D' Vrcy (and 
wrtners), s I > million, I ^.\\ Bates. 

Announcement ol acquisition 

made by i ( '«& li ( hariman 

Robert F. Carney, who said it's 

first step in long-range program 

>t creating well-rounded network 

>f offices throughout Western Eu- 

ope." Other FC&B offices are in 

ondon and Frankfurt, as well as 

n Mexico City, loronlo. Chicago, 

[OUSt On, Los Angeles. San 1 

ind N< a York. 

It B-Radar will continue under 
talian management, with founder 
nan l.uigi Hotter Staying on as 
hairman of the board and man- 
ning director. FC&B will name 
hree execs of its International Di- 
ision to the board: Kenneth G 
aylor. \nthon\ Newell, and Rich- 
id R. Romanelli. 

Clients of FCB-Radar include 
ewlv acquired Alitalia, plus Hcr- 
agni (General Foods); C. G. I 
General Electric); CIBA S. p \ 
deal Standard S. p V; Rank V: 
x. S. p, A : and Regie National 
)es Usines Renault. 

<oung &. Rubicam elects 
wo women v. p.'s 
1 Dr. Virginia Miles and Syliva 
limmons have been made vice 
•residents at Young & Rubicam. 
Dr. Miles came to i &R in L962 
om a ten-year stint with Inter- 

Mi/i \ rtOfli 

ubhc where she was vice president 
nd director of research for Mc 
ann-Marschalk, vice president and 
irector of business development 
tt Marplan, and director of inter- 
itional research for McCann-l rick- 
ID. She joined Y&R as a member 
f the special projects group Her 

present position as vice president, 
special planning, encompasses all 
phases ot the agency's activiti 

Miss Simmons joined tli 
in I960 as a membei ol the special 
projects group Previously siu 
associate creative directoi at \l 
( ann I i ickson .ind direc toi of ^ 
contest and direct mail division 

Agency shifts 

/ 1* Ac/ it ayne a Co Atlanta, 

has been appointed In I'hatmaco tO 

handle all advertising for its Sulfui 

8 And Gl0SS-8 lines of can 

products . . . Ogilvy, Bensen 4 
Mather will conduct a corpoi 

advertising campaign for Morgan 

Guaranty I rust ( to Morgan w ill 

continue using MKn I rank Guen- 

ther I. aw for its financial advet 

using . . . Zimmer, Keller 4 ( divert, 
Detroit, has been appointed p i 

counsel for \M I ( Corporation, 

manufacturer ol scale model plas 
tic automobiles m assembled and kit 
form . . . Klau-Van Pietersom-Dun- 

lap, Milwaukee will handle advi 

rising and p.r. lor Chef Pet Foods 

Arthur fine -two, . have ' 
chosen to handle complete p.r. and 
publicity for Coopei lextile Mills. 
Wycombe, Pa Doyle Dane 

Bernbach has been appointed by 
the Democratic National Committee 
tO handle its national advertising 
for the 1964 election campaign . . . 
Wilson, Haight & Welch, Hartford. 
Conn, and Boston ad agency, to 
handle the Friend!) Ice (ream 
Corp. of Wilbraham, Mass , u !- 
tising and publicity 

Benton & Bowles will consolidate 
all advertising for S ( Johnson 
& Son in the I mied Kingdom N 
assignments include Pledge, shoe 
polishes, (ilade an lieshncr. and 

service products tor industrial 
users, products currently being 
handled by Erwin Wasey, Ruth- 
rauff & Ryan, I td Benton & Bowles 

already handles Pride, Glo Coat, 
paste waxes, and automotive prod- 
ucts in the I nited Kingdom 

New > "rk. has 
been appointed b) \ < (iilbert 

( o I he agency replaces HHD<> 
which resigned the account I 
year Gilbert spent s 1 4 m television 
and print advertising v 

Mays to handle all advertising and 
p.r. for I iesta Pools, a privat 
owned swimming pool construction 

company C. Lyt 

St I Oil ' 

It manufact 
parts, to handle 

and sales puhli 

/ ondon ■'• I 

named the 

land Dealer \d\erl; i \ I 

.'imt involves an estimated 
$150,000 m billings R i 

A I < khardt has Iven B 
vertising responsibility f"r Brown 
berry < rvens < bmpany has partial 

distribution in 1 

ily in Wisconsin, Minnesota. Illi- 
nois, and (aliform. i // 
Provandie appointed In tl 
i i ofectionary < 

Hi in J Kauffman has be< i 
lected by Security Home M 
( orp., specializen in second m 

t home lo.uis and debt consoli- 
dation \ orntan \4c ■ ■ I 
\kron. have been chosen b\ the 

San Hygene I urniture Manufactur- 
ing ( o to handle advertising 

chandising, and sales promotion for 
its furniture lines Matties 
not included in the assignment 




\ ; '■hat smoas \ 

,". OP THE OLD ; 
f \ HUSTLE / / 




>nl 13 1964 


TIME / Buying and Selling 

Guide to becoming a first-rate 
... as a rep sees it 

How to get into the wonderful, yet demanding, field 
— and then how to succeed by really trying — as told 
by a veteran who's seen the 'in' of inside operations 

By Carl L. Schuele, president 
Broadcast Time Sales 

nearly every agency in the 
United States that buys spot radio, 
I have had a bird's eye view on what 
it takes to succeed as a timebuyer. 
I'd like to share these findings in the 
hope they will say 'thanks' because I 
owe everything I have to agency 

Among the ways of getting into 
timebuying are the following: 

a) Go to personnel agencies that 
specialize in advertising - agency 

b) Go through the SPONSOR 
guide or the yellow pages and call 
a minimum of 10 media direc- 
tors, arrange appointments and fol- 
low their guidance. 

c) Produce a selling resume on 
yourself and state how and why 
you've selected timebuying as a 
career. Send it to media directors. 

d) Take any agency job offered 
and work your way to the position 
as buyer. 

Once in the buyer's seat, your 
first goal should be to become the 
best buyer in your agency. And to 
do this you must always bear in 
mind the job you do for the agency 
(your employer) and the client (your 
employer's employer). Spend that 
money as it it were your own. Eaeli 
purchase should receive the total 
consideration you'd give a major 
purchase made with your own 

Take pride in your appearance. 
Bill Abrams. when buying for 
SS( W li was one "I the best dressed 
men you'd ever find. He still is. and 
he's an accounl executive with Ted 
Bates now! 

Be constantly alert. Look for 
ways to improve your company and 
yourself. Show management you 
want the agency to be outstanding. 
Advance your ideas every chance 
you have. Mike Laterre of Peerless 
Adv., N. Y., did and today he's one 
of the highest paid buyers in the 

Organize your week in advance. 
Devote special hours to seeing sales- 
men and let them know the specific 
times that are best for them to see 
you. Make room for upgrading 
present schedules on a regular basis. 
Don't merely route incoming sur- 
veys to file. Instead, study the buys 
you have running in the market 
with an eye towards getting the 
most for your money. Leave room 
for those hectic last minute jobs, 
but let "upstairs" know you have a 
planned schedule. They'll respect 
you for this — it's the mark of a true 
professional. Can you imagine 
BBDO's Hope Martinez alarmed 
by an AE? 

Bring salesmen into your plans. 
Work with them and they'll work 
with you. Your job will be far more 
interesting once you get the sales- 
men on your side . . . and you'll be 
amazed by the amount of good 
they can do you and your client. 
Nick Inbornone is an expert in this 
area and it's paying off! 

Steer conversations. Always keep 
talk on a constructive plane. Nearly 
every dedicated buyer knows what 
it takes to sell his client's product 
and cares little about small talk. 

Learn your product. Do every- 
thing possible to know the product 
inside and out. Find out how the 
client believes the medium can help 
move more goods. Always listen to 

Starting out with a one-man 
office in Los Angeles 13 years 
ago, Carl Schuele has built the 
rep firm into a nationwide com- 
plex. He opened the second of- 
fice in San Francisco two years- 
later, in 1953. In 1954 he moved 
into New York and Chicago, in 
1955, Detroit. During the periods 
of organization he lived in each 
one of these cities. In 1957 he 
set up an office in Philadelphia. 
Schuele claims he has personally 
called on virtually every major 
agency in the U. S. Now he 
handles 26 radio stations, secured 
$10 million in new business for 
them over the years. Before start- 
ing BTS. Schuele worked us a disc 
jockey for WSRS, Cleveland; then 
announcer and salesman WICU. 
TV, Erie, Pa.; later as a salesman 
for KPOL Radio, Los Ani>eles. 

the "et" before making a buy. Pa\ 
particular attention to the copy 1 
theme and judge the stations ac- 

Learn your prospects. The buyer; 1 
who know the profile of the pros- 
pect are better able to select the 
proper station and the proper com- 
mercial setting. Dick Sheppard 
Pontiac buyer, and Woody C rouse. 
BBD&O Dodge buyer, are shinim 
examples of professionals who know 
the difference between number> 
and prospects! 

Develop a "buying system". In- 
augurate a procedure that enables 
you to grab choice availabilities 
which are quited on the basis o! 
first come, first served. An orderh 
system can save hours of meaning- 
less loss of effort. When you eall 
for avails, be sure you inform the 
salesman exactly when you plan te 
buy his market, this will save the 
interruptions of call-backs too. 
Study Y &. R's operation here. 

Give the salesman time. Nevei 
ask that avails be kit with the re- 
ceptionist. Today's modern sales 
man deserves to be heard. He'll 
respect the value of your time and 



resent helpful information on many 
mportanl points. Don't prejudge 
he stations without hearing the full 
tor\ .is it is today! 

Take pride in your agency — and 
ellow media people. Talk it up on 
•\er\ possible occasion. Joan Stark. 
prey, is so sold on her firm and 
Kf associates that it pours out all 
nti the place I his generates ea- 
husiasm and it's contagious, IJrag 
ibout those new accounts! 

D thle check everything thai 
■ut with your signature. Some 
mistakes are \er\ costly. The 
voplc you deal with will respect 
he extra eare you give. June Kem- 
vr of George Hartman, Chicago, 
rates all incoming calls briefly 
lust the facts) on a yellow pad — 
list one point that explains her suc- 
-css m this profession. 

Explain your buys. I his is doubk 
mportant to visiting station owners. 
Each will then see how he can im- 
his facility and make it better 
or your client in the future. Just 

B prompt for all appointments 
The bu\er who keeps people wait- 
nc in the reception nx^m is thought- 

less \N e all realize things come up 

at the last minute, hut cwn i! the) 
<\o make it a point to explain this 

to the salesman who is waiting I 

onK takes .1 moment to step out 

and apologize m person 

Keep an open mind Vdvertising 

is .1 breaking business Don't 
be afraid to switch a buy if some 

thine bettei comes along ^ "iir boss 
will respect the fact that you're ^ > mi 
stand} aieit and trying to get the 

most lor the client's nioiuw I he 

J Walter I hompson buyers realize 

their loyalt) is to the client, rather 
than the salesman or station, and 
so is the loyalt) ol main other lop 

agency buyers 

hike advantage <»' men handising. 

Don't be one ot those buyers who 

looks at merchandising onlj after 

the bin is made Your best oppor- 
tunity main times involves the 
"total" offer of a station He sure 

to get the merchandising you've 

been promised Ask lor an "evi- 
dence report."' and your account 
executive will thank you lor the 

He a positive buyer. Don't be 
afraid to "take charge," when you 
know you're right \t Dancer- 
Fitzgerald-Sample there's a buyer 
(maybe he's a supervisor now) 

named Slid Pogue. Here's a man 
wln> fights tor what he knows is 

• lor ih, client, bui 

with all the 

ofl I his ha 

Wake field u 
\ihli Don't n i\ "ii ; 
terial; go out t" vh I 

ket I alk ti uri- 

terparts in oth< i find out 

sialioiis sour held 

ommends; talk to lolks m su| 

markets (es|vciall\ the one- bu 

competitoi 's products) t" Lain ■■ 
favorite stations 

Building a suax &sul career in 

this \ is simp|\ a matte- 

understanding that the first • 
timebuyer must have someth 

tia. something that makes him stand 
out I he extra SOmethin I 
learned in nn 1 5 war- ol calling 00 

buyers, is the willingness to work. 
and to work long* I hard- 

er and smarter 

bind out what \our agency and 
client want, then give it to them 
> on II see. as countless others haxc 

— in fad iiearK ever) top buyer 

who has forged ahead that buying 
is an exciting profession and one 
that pays oil in both pride and 

Remember, just as there's a dif- 
ference between a representative 

and a salesman, there's also a dif- 
ference between a buyer ^nd a I 

rate buyer ■ 



K( IK ! 


4pnl 13 1964 


TIME / Buying and Selling 

Is quality of programing a neglected I 

MJ&A v.p. sees over-improving research techniques 
a boon to timebuying, but a main sales ingredient — 
program quality — is sorely neglected, he states 

Kollo Hunter 

vice president, television and radio pro- 
gramming and administration Mai Manns, 
John and Adams, Inc. 

We've read some brave words 
in this section of Sponsor dur- 
ing recent months. There has been 
undeniable evidence adduced by 
bona fide experts that science has 
at last come to the buying and sell- 
ing of broadcast media. It's encour- 

A new breed marches forward 
toward exactitude. Today's buyer, 
even as Tom Swift, is undismayed. 
Fearlessly he faces mountains of 
numbers, accumulations of instan- 
taneous automated data on media 
and markets. Electronic data proc- 
essing has entered upon the scene, 
not exactly unheralded. 

Yet while the marketing-media- 
research men cope with their com- 
plex universe of data from which 
to make bigger and better deci- 
sions (and in the main, they seem 
to be doing just that), a single fa- 
cet of all this complexity may de- 
serve some special attention: pro- 
graming, which means applying 
broader judgment and understand- 
ing to influences which matter a 
great deal — program quality and 
fitness, the time period, its com- 
petition and lead-in, audience com- 
position and demographic charac- 
teristics. Exactly what and who will 
the people we warn to reach prefer 
to see and hear'.' 

With the approach of eaeli new 
season, the network program jug- 
glim: game becomes a wilder and 


wilder scramble. Pilots win "firm" 
scheduling on Tuesday only to lose 
it on Wednesday. "Stump the 
Stoops" is penciled out. "Scare the 
Saps" is penciled in. Stars rise and 
fall overnight. And who is to say 
that all these formidable decisions 
are well-founded? 

The drift of network program- 
ing over the years (in concept, con- 
tent, casting, positioning, what- 
ever) toward absolute control in the 
hands of a few has been somewhat 
depressing to many of us. It now 


Rollo Hunter joined MJ&A 
in March 1964, coming from 
Erwin Wasey. Ruthrauff & Ry- 
an where he had served as v.p. 
and director of TV and radio 
for eastern and central divi- 
sions. He started at EWR&R 
in 1952 as a TV -radio copy- 
writer in the Los Angeles of- 
fice, later becoming production 
manager. Hunter began in radio 
as a juvenile actor at KDYL 
Salt Lake City in 1934. He grad- 
uated from U.S.C. in 1941. 
served in the Navy until the 
end of World War II when he 
joined KFI-KECA Los Ange- 
les. Later went to ABC Holly- 
wood, where he held succes- 
sive posts a\ load program man- 
ager, assistant network program 
manager and production man- 
ager of the western division. 
later joining EWR&R. 

takes the muscle of many million 
of advertising dollars to influenct 
programing before it gets on thi 
air. Agency buyers of compara 
tively modest package and scatte 
plans are learning to queue up 
With less money to spend than thi 
mightiest, they steel themselves b 
a few frustrations in their program 
ing efforts. These men are no 
really pterodactyls perched in thi 
TV trees, but sometimes they dc 
feel slightly extinct. 

The chances are that we can wel 

sales tool? 

isc 8 broadci base ol program ex- 
>ericncc and judgment than is pres- 
ntl) being brought to bear. Pro- 
•raming mediocrity hasn't been 
»me yet. In fact, there arc a 
ol of people around who think that 
[he mean average is getting prett) 
near indeed. Despite the fact that 
[here are brilliant practitioners 
unong those accepting the horren- 
lous responsibility ol deciding what 
•oil and will nol be presented to 
he public, we will soon go into 
mother season (.hiring which there 
s ill be stand-out examples of "band- 
wagon jumping" seasonal fash- 
Dns in program categories. 

In a business where this week's 

heoriea have a wa\ of becoming 

ridiculous!) invalid in ti( 1 1 \l 
da) morning, you'd think that rule- 
book thinking would be a capital 
crime ^ el there is still some finite 
mindedness around in programing 
and in the buj mi' and selling >-i ii 
w e have not seen the last ol its de 
letei ious effect I he woods are still 
reasonably lull ol oracles out there 
on those limbs sawing industrious!) 
\s .1 vote fot the open mind ovet 
an) catechism ol musts and don'ts, 
let's look back through the years 

Bl a leu seasons ol cliches that 

went awr) I 01 instance, there's 

that ancient one. still heard once m 

a great while: "Television is pricing 
itself out of existence V\ ell. it it 
is. nobod) told the people who put 
up the mone) to make it a ^2 bil- 
lion advertising business in 1963 

\ on don't have ti> be exact!) a 
contemporar) of William Bowl to 
remember when you could pick up 

this feedback: "Westerns are lor 
kids." Sure the) were. Big kids. 
Another message from the past, long 
ago seen in the clouded crystal ball, 
declaimed: "You'll never get awa) 
with trying to sell beer in the morn 

uig." Strong refutation has come 
from hundreds of stations for years. 
Now we read of late night program- 
ing in radio designed to sell harder 
Stuff than beer. 

It you go back many, man) 
years, you'll recall when television 
was supposed to kill radio just as 
talking pictures killed vaudeville. 
i Could that relate to current tee 
vs. tree TV pronouncements?). And 
at one time you were expertl) ad- 
vised that there was no place what- 
ever in television for the big dance 
band I awrence w elk was more 
worried then than he is now. I hen 
there was the stuff) bit ol eti- 
quette once intoned in man) a pro- 
gram conference to the effect that 
when you go into a viewer's home. 
you miisi behave there with the 
same decorum as A n united guest 
I hat rule nevei got through to 
Jackie Gleason 

I here are, o! course, man) other 
examples to cite Such hind sight 
is eas\ and not always exact!) lair. 
I he point of dredging up th< 

disproved theorems is to remind 

Ourselves to "sta\ loose and cas\" 

in our thinking I reshness is a 
quicksilver thing \ tat rule-bt 
often stultifies it ■ 

Carlsberg beer spots 
brewing in 8 markets 
i bet B 

ton ( " . will inti 
bottle through mot . thai 

s|*>ts OH B do/en radio stations m 
hi markets. 
\uned at I 1 

i market, the commercials utilize 
humoi i" gel the m 

I he -pots run from a minimum 
ol 10 weeks (WHN \ . .-. York) to 
a 26-week maximum (WQXR v 
York) and are concentrated main!) 
in eastern markets in addition to 
WHN and WQXR, other stations 

here and the number ol weeks 

scheduled are w I i'< . Atlantic 
( ity, l v v\ linn Boston, 
wilt. Marathon, Fla . I J; VYGBS 
Miami. 13; wis\ Milwaukee, 1 3 
\\( hs \eu York, 15 WNEWN 
York, 20; WPA1 Paterson, 
w l kw Providence, I ! and 

W( IMS Washington. 20 

Below is one ol three spots prepared 
for the present campaign 
Girl I Youngish \on e) I k> 

behaved like u </;//</. but I couldn't 

help it. It Was I the 
•,<rm and 
(almost i I Dr. Schm 

I have a touch ol thi »<;\ 

the loveliest ll I in 

months. So I began using it t<> 
decorate my apartment I framed 

on, / -per. 

Wothing wrong with that, n there. 
Dr. Schumpatt r I mean this , 



naii \ ■ ntc till ' 

I Ion . ■ . I 

\<>ur tune |J up < i 
utul dent s 

ii < < k 

- a little frighten \ 
\ •' \ ■ ■! thill J. 

SI ll \ 1 1 /) 

( /-.. 
/"'( TOR ■■ > 

rumed mx whole . .-/ 


thi >u'll 

find drinking ti> 


■ < 


ah. . 


and I 

il 13 l"»64 





Your advertising dollar 
goes three times farther 


the pioneer station 


Tampa - St. Petersburg 


TIME / Buying and Selling 

Soft drink spots set 

With warm weather approaching, 
both Coca-Cola and Canada Dry 
are readying spot TV promos to 
reach thirsty family viewers. 

Cola-Cola's Minute Maid Hi-C 
orange drink is slated for one- 
minute fringe spots in approximately 
50 markets for a 16-week period. 
Agency is Dancer-Fitzgcrald-Sam- 

Canada Dry. for various bever- 
ages, will be whetting the palates of 
viewers with 20-second commer- 
cials, some to continue to the end of 
the year in selected markets. The 
campaign is through J. M. Mathes. 

Eastman rep firm buys 
AM station in Flint 

Robert E. Eastman & Co. has 
bought WTRX Flint, Michigan, sub- 

ject to FCC approval, and will oper 
ate the station as a wholly-ownec 

This may' be the first time a na 
tional station representative firn 
has owned a radio station anc 
operated it as a corporate subif 
sidiary, although individual reps aiu 
firms have held partial interests in 

Operating on 5 kw. day and 
kw. night, the facility is currentl; 
represented by Eastman, whicl 
plans to continue in this capacity 

After FCC approval, the re] 
firm plans several innovations: us«f 
of "imagination" in public servic 
programing; initiating a "farm team 
setup for the development of sales 
men starting with a college-recruit 
ment plan leading to "graduation 
to other Eastman offices; and a pro 
gram director consultant servic 
based at WTRX. available for bJH 
to Eastman-repped stations. 

JUDY ANDERSON: a wealth of information 

"Reps have a wealth of informa- 
tion at their fingertips about mar- 
kets, stations, coverage, program- 
ing, personnel, facilities, and all 
the other factors that must be 
weighed in final decisions for plac- 
ing of advertising. They can be 
very helpful and share all this with 
timebuyers," says Mrs. Judy Ander- 
son, radio-TV supervisor with re- 
sponsibility for buying time for 
Buick (nationally) and Coca-Cola 
(regionally) at McCann-Erickson's 
Detroit office. Judy was recently 
named 1964 advertising woman of 
the year by the Detroit women's ad 
club. Her timebuying ideal is Frank 
Silvernail, a man who has influ- 
enced her philosophy, although 
they have never met. "About six 
years ago," continues Judy, "I ran 
across a piece he had written. From 
it I've borrowed seven command- 
ments of dealing with reps: 1) 
don't high-hat them; 2) don't keep 
reps waiting; 3) ask them for in- 
formation; 4) save face for them; 
5) keep them posted; 6) tell them 
the truth; 7) help them with others. 
As rules for everyday use," she con- 
cludes, "these would have more 
meaning for timebuyers who have 
had 10 to 12 years with radio and 

TV stations, as I've had." Befor 
joining McCann-F.rickson mor 
than eight years ago, Jud\ m 
traffic manager at WJIM-AM-T] 
Lansing. Prior to that, she was as 
sistant to the station manager i 
her native Johnstown, Pa., i 
\\ ARD-AM-TV. She has three chi 
dren, and makes her home in Dt 
troit's St. Clair Shores suburb. 




Few really new themes in 
TV Commercials Festival 

Despite fact that largest TV advertisers 
ire represented admen see no breakthrough. 
D roduction quality up; use of live actors, 
nnematic art increased, entries indicate. 

H alllll i R • I 

ml. with Barbara /■•>, sfn\ 
<m>.>< . editor, ni end 

• in ki \ki \oi .is man) new 
original commercials this yeai 
. ihere were a year ago, sa\ ad- 
en judging at the American I V 
ommcrcials Festival. Scores are 
nei than other years, in fact so 
w that judges ma) not give an 
sard in some categories. 

gories with gcncrall\ low 

ores, according to the Festival 

.ail. Wallace Ross: building prod- 

ike mixes, cigarettes and ci- 

irs. cleansers, dentrifices, men's 

iletries, coffee, toys and utilities. 

I he winners will be announced 

the American l\ Commercials 

.sti\al award luncheon Max 15 at 

e w aldorl Vstoria. 

I he generally low scores might 
well be attributed to stiffer judging 
b\ the advertising elite, but when 

asked as a group the agency men 
disagreed said it was because the 

commercials were not as good 

But admen can't expect break- 
throughs and exciting originality 
ever) year, according to \( Hun 
ham. corporate advertising managei 
oi Westinghouse Electric. With the 
cost involved, all the research and 
testing necessary, growing sophisti- 
cation in the field, it takes time to 
bring out something rcalK new. he 
feels. Agencies with a good thing, 
like Goodyear, arc continuing to 
use the same themes 

I ven though the n arc no majoi 
breakthroughs, the qualit) ol ; 
duction is up, Gordon \ v ' di- 

rector, broadcast commercial i 

duction, Benton A Bowles, k h. 
I he trend secnis to be toward mOK 

use ot cinematic art and fewer 

words. Webber noted Photograph) 

carries the weight, he feels \m 
the commercials cited I aura Scut- 

tei potato chips. ( ranker Jacks. 

Goodyear, and various travel com- 
mercials Vnothei participant n 
the use ol live actors has increased 

On the other hand. :t was pointed 
out that the use oi animation has 

decreased, except perhaps m cereals 

where animation is used heavily. 

rank Scoppa, executive art director, WW&B, </■ scores t<>m- 
wrdai with Manning Rubin, v.p., <hr.. commercial produc- 
Cordon Webber, v.p„ dir., broadcast commercial 
'oduction, HaH. 

Patricia D ntly with W l the 

nmen mi in tht 

Hon. \l her n^lit U Stephen a / 
X II . I 

P"l 13 1964 

Georg Olden, v.p., McCann-Erickson, 
listening to A. C. Dunham, manager, 
corporate advertising for W cstinghouse 

Sy Frolick, senior v.p.. TV /radio di- 
rector at Fletcher Richards, Calkins & 
H olden. 

The quality and number of institu- 
tional commercials in the Festival 
is also down. 

Jack Sidebotham, TV art and 
production director, Y&R, feels that 
frequently the same advertisers 
showed up in the finals of the com- 
petition. He also believes that some 
of the commercials that score highly 
in the Festival are those with a re- 
freshing twist or feeling of warmth, 
particularly because of the large 

number of commercials seen at one 
time. (This statement was made 
after a day admen viewed about 
195 commercials.) He felt that the 
twist or cleverness might very likely 
be turned down in many agencies 
during planning sessions because ad- 
men are sometimes afraid the idea 
is too far out and they'll be laughed 
at, or the amount of money at stake 
requires them to think more seri- 

Admen settle down for screening of finals. Shown here: (1st row) Jack A. Sidebotham 
and Marvin B. Kunze, Y&R; (2nd row) A. C. Dunham, Westinghouse Electric; Ar- 
thur R. Ross. Ketchum, MacLeod & drove: Arthur C. Mayer. Hicks & Crist (3rd 
row) Helmut Krone and lioh Lcvenson, DDB; E. P. Genock, Eastman Kodak; (4th 
low) Boh Margulies, Bates; Rollo Hunter. MJ&A. 

"If you kept all the commercials 
that the clients made you throw out. 
you'd have a winning category righl 
there," an executive from Compton 

The bulk of judges are repeats, 
according to Ross. This year there' 
is a heavier proportion of creative 
judges, he says. People like Geore 
Olden. Bob Levenson. Helmui, 
Krone, and Sy Frolick are among 
them. For some reason, the judges 
from the creative side tend to rate, 
lower. Ross feels. This tends n 
weight the elements represented, 
perhaps, but marketing men juslJ 
aren't interested enough to attend.' 
according to Ross. Also, many ad-j 
men believe, you can't consider the 
marketing story when appraising 
the commercials. 

It has been suggested to have 
consumers judge, and even kids 
doing the judging of kids, commer- 
cials, but that would turn the com- 
petition into a popularity contest. 
the Festival head contends. 

Of the 165 judges, organized 
into an advisory board and six re- ; | 
gional councils (East. Midwest. 
Southwest. Canada. Southeast), 68 
advertising agencies are represented. 
36 sponsors. 6 TV stations. 17 as- 
sociations and craft unions, anc 
three consultants. 

Ross has been traveling to the 
different cities to conduct the judg- 
ing sessions. He comments that the 
man) sessions throughout the coun- 
try do greath affect the winners. 
as the evaluations are colored by 
regional viewpoint and a closei 
view of the market. Considerations 
are more material than in New York 
and California, where the creative 
is more heavily weighed. 



Categories which the judges have 
ieen rating high automobiles, luIis, 
Insurance, institutional, pacl 
oods, pet products, travel, phai 

iticals \\>. rage ratings an 
n| to auto accessories, appliances, 
Lakers and confections, soaps and 
i. tnts. beers and wines, hail 
preparations, cereals, cosmetics, 
uiry products, gasolines, home 
urnishings, papci products, and 
oft ill inks 

\ . ording to Ross. l l M com 
'.nil.-, entered 1,396 commercials, 
eprcsenting 685 national, regional, 
nd local advertisers in the l Inited 
itatcs and ( anada. In order to be 
ligible, commercials had to be 
elecast tor the first time not bc- 

ore 1963. I his is a record num- 
iei of entries, 2 l > more than last 
ear's total. Of all the entries this 

Festival board members tor l**64: 
[Barton \ ( i mmim.s. ( ompton vi 
vtru'sing i,< m it i ( m\ki i s 1 1 
Baowi k. BBDO; 1 if Hi km 1 1. I eo 
Burnett; I mki \x \l ( one, Foote 

I one & Belding; John P ( i win., 

Cunningham & Walsh; Georoi 

II (iKimuv Young & Rubicam; 
Hki w Houston, Fletchei Richards; 
Roiuki I Lusk. Benton & Bowles; 
Dam Seymore, J Walter rhompson; 
\\ m 1 1 k Wi ik. Donahue & ( oe; 
Wit i iwi Hi knh\( ii. DDB; David 
(K.iiw OBM. idvertisers Edwin 
W I hi i . ( ieneral I oods; I vmi s s 

1 ism. General Mills; David J \l\- 
honi "i . ( olgate Palmolive; Km ph P 
Ol msii vi). Kellogg; II \kki I 
|S< iikoi 1 1 k. National Biscuit ( o . 
\ ( km., Smith, Gillette; Dot gi \s 
l Smith, S < lohnson .v son: 

Ivmis |) STOCKER, Scotl Paper; K Ml 

Wl ill K. Swift \ ( o \t l ki D V 

WiiuivkiK. Bristol Myers; William 
l Mm s(hi New 'loik relephone 
< ompan) 95* were on film < 1284 ). 
[tdeo tape commercials totaled I 12. 
olor iilms and video tape mini- 
bred 213. or 1595 oi the entries, 
his is more color In far than pre- 
oiis wars. 

Analysis of representation in the 
rgesi categories showed the fol- 
ding number of entries: beers 
ul wines (75), automobiles (Mi. 
ickaged foods (62), baked goods 
pharmaceuticals (42), tobac- 
» products (34), retail stores (2 i n. 
inks and finance i 2 l ) i 

There were 60 scries of three 
bmmercials each entered for con- 
deration regardless of product 
itegory. \ new 20-second category 
ei 77 entries, ihe 20-second 
►mmcrcials are considered both 

within then product category and 


Scoring was designed foi auto 

made processing b\ John I elfat 

Associates, in ordei to achieve easiei 
more efficient tabulation 

In the preliminary screenings by 
small panels oi judges, three to five 
commercials were selected foi the 
imals in each category which were 
latei viewed In the six councils in 

Commercials were scored from a 

low ol one to -i high of M» Ross 

outlines the purpose and criterion 
lor the judging thusly : 

"We seek to recognize unusually 
effective advertising, outstanding in 
concept, and imagination in execu 
Hon . . . advertising which prom- 
ises to realize exceptional results, 
based on the judges' appraisal — 

without benefit of supporting data 

— of what its objective was. and 

the judges 1 evaluation of its com- 
parative success." 

Commercials were grouped in 
product category because market- 
ing objectives most closely parallel 
in that way, Ross comments. How 
ever, each entry was appraised .is 
an independent entity ■ 

88,977 Tv sets 
produced in January 

I lectronic Industries \ssti . re- 
porting for first time on color I \ 
set production, notes that 88,977 
units were produced during Janu- 
ary IW-.4. ( RCA says its sales of 
such sets in January were higher 
than in any previous month, and 
expects record first-quarter profits). 

Other II \ figures show l\ and 
radio set production increases in all 

categories for January 1964, com 

pared to January 1 9( 

Monochrome I \ set production 
rose from 484,415 in January l l " ,; 
to 642,080 this January. Of these 
units. 116,218 are all-channel re- 
ceivers, nearly double 58,032 figure 
of last year Distributor sales foi 
same month rose tl 5 units. 

compared to 503,821 sets sold in 
January last sear. 

I otal radio set production in- 
creased from 1,229,507 to 1,413,- 
293. Other comparisons show auto 
radio sets produced rose to 700,- 
I'rom 594,505, while FM sets 


manufactured (exel ding I'. - ' i 
but including combinatii KM 

l \l ol oth. total l 

up 1 1 > mi 641 Distribute 
mi exc luding auti i I I 
up. reachirj • rotn 

last year's January 

Group W Promotes 
David E. Henderson 

David I Henderson, WBZ 

sistailt sales manager, has (veil ap 

pointed sales manages ol the Group 

W l\ station 
in Boston H 
succeeds Ken 
neth MacDon- 

ald who has 
been named BS 
sistailt general 

manager ol w 1/ 
I \ in Balti- 

l\ \R. t h e 
re present at i\ e 
in m for the ( iroup w I \ stations, 
was Henderson's association prior to 

December 1963 when he joined the 
Boston station He joined I \ \R as 

an account executive in 1959 when 
n was formed, having had ovei 
10 years previous experience at both 
the agency and station levels H 
started at \\ B \l I \ Baltimore as 

talent and producer-director, a n d 

then moved to WFI1 I \ Philadel- 
phia as producer-director. 

With time ^iit for Marine Corps 
service, Henderson's career sub 
quently included two years with \l 

Paul I efton as assistant to the • 

president in charge ol I V in the 
Philadelphia office; broadcast su- 
pervisoi on majot accounts at Gray 
and Rogers Advertising 

Supermarket TV spots 
\B( Hugh Down. I \ show. 

ncentraiion, to serve as basis for 

new supermarket sales promotion 

game Customers match windows in 
card, picked up free at supermar- 
ket, with scores published in stoi 
newspaper ads Downs, in ra, 

I \ spots to he placed and | 

tor by individual supermarkets, will 
introduce game to local marl 

10-week run at ■ ; P rit 
s.m I rancisco mo> - s on to "tht 
or four" addil d chain 

' and J; 

>ril 13 1964 



FIVI listeners becoming "msss 

Study by Portland, Oregon station shows that FM listeners still hav 
above-average characteristics but are approaching "general" levels 
even though they listen to FM during TV's peak viewing hour 

With considerable attention 
focused this year on FM 
broadcasting at the NAB conven- 
tion. radio-TV admen are showing 
more interest in qualitative studies 
which establish new boundaries for 
the special-market FM audience. 

One of the latest studies in this 
area, now the subject of new pro- 
motions to timebuyers and account 
personnel, was recently completed 
by KPFM, an independent outlet 
whose FM signal covers the Port- 
land. Oregon, metropolitan mar- 

Seldom arc FM stations equipped 
with either the research facilities 
or budgets necessary to accomplish 
much more than a surface fact-gath- 
ering. The KPFM-commissioncd 
study — which the station claims 
is "the first time an attempt has 
been made to measure FM listen- 
ing on an individual station ba- 
sis" — is therefore of considerable 
significance to agencies which may 
feci the FM audience is a small, 
oddball, a typical group with a sky- 
high average income which divides 

its time between going to concerts 
and driving around in racy sports 

Perhaps the most significant fact 
which emerged from the KPFM 
study, made under the direction of 
psychology professor Dr. David Sel- 
lers of Lewis & Clark College, is 
that the FM audience isn't so very 
unusual after all. 

This doesn't mean that the claims 
for above-average income in FM. 
homes are wrong. What's happening 
in FM is something like the socio- 
economic audience factors in color 
TV homes; as the medium becomes 
more widely used, as its penetration 
grows greater, the over-all markt 
begins to lose its "specialized" as- 
pect and more closely resembles 
the "average" home. 

In the case of Portland, Ore., 
KPFM learned, through a combi- 
nation of random phone and ques- 
tionnaire sampling, that FM pene- 
tration in Portland is now almost 
one out of every four homes — 
39.4C£ (In numbers, this is an es- 
timated I 1 2.870 homes). Median 

incomes for FM are substantial! 
higher than among non-FM si 
owners; 22 °/c of the FM set owne 
said they earned over $10,000 
year as compared with 10% of nor 
FM set owners reporting compa 
able figures. There was. howeve 
"no significant difference in FM st 
ownership" from the SI 0.000 brat' 
ket downward. 

Audience tastes in music — lor 
the staple element of FM progran 1 
ming — also ran more towar 
"mass" than toward a "specialized 
taste. Light classics, jazz and fol 
music rated high on the audienc 
preference list. 

One area in which FM home ai 1 
tivitiy does not merge with ma; 
patterns in that of TV viewing. 

"The FM audience apparent)' 
shows no great interest in telev 
sion." reported KPFM last weel 
"Only 1 S r 7 of those who said tht 
listened to KPFM purchased a teli 
vision set during 1963. while 30^' 
oi the non-listeners reported pu 
chase of TV sets." 

Furthermore. FM listening, Ul 


Share of Homes listening to FM on Daily Basis 


6 a.m. noon 
Noon 6 p.m. 

4.36% — 12,500 homes 4.48% — 12,850 
6.3%— 18,050 homes 5.87%— 16,840 

h p.m. Midnight 6.4% — 18,550 homes 8.0%— 22,450 

5.24%— 15,040 
6.64 ( ! —I 1 ). 000 
:- —14,050 


3.1591 9,000 
7.091 20.100 

Based on research study conducted for KPFM Portland, Ore. by Dr. David Sellers, Lewis a Clarke College 



Ice wi listening generally, runs 
umewhat parallel to IV viewing. 
I hat is. when I V families are 
watching l\ (at the current rate 
if m\ hours daily nationally, Be- 
arding to \ ( Nielsen Co., with 
be peak period — 6595 veiwing — 
anding in the 8-10 p.m. segment 
nt night). I'M homes .ire often 
[pending their time listening to FM 
ostead Sellers' findings showed thai 
'average listening to FM per home 
,s 15.65 hours per week, or 2.24 
uuirs per day, and peak listening 
iCClirs between 6:00 p.m. and mid- 
light, Monda) through Friday." 

I he survej itself was a three- 
ironged stud) of statistical data 
lathered through a random sample 
i 1,000 completed telephone calls 
bo the Metropolitan Portland mar- 
vet of Nultnomah. Washington 
ml Clackamas counties in Oregon, 
md Clark county, Washington, 
buestionnaries on listening and 
>uying habits tilled out In \isitors 
lo the Portland Boat and Trailer 
how in Februar) were also used. 
■>lus a random sample of listening 
-references and demographic data 
obtained from questionnaires 
nailed to KPFM program guide 

Saul KIM M manager Del l.eeson. 

"We believe we know more about 
nir audience than virtuall) any FM 
tation in the country. We know 
IOW many, when they listen and 
which stations. We know what 
ind of cars they drive, their in- 
ome, what the) spend for grocer- 
B9 ever) week and whether the) 
plane or train travel. We 
\en know what the) plan to do 
vith the mone) the) save from the 
lew Federal income tax cut: a ma- 
orit) are either going to save it 
>r invest it in the stock market or 
n mutual funds." ■ 

»pril 13, 1964 

Exercise in your car wherever you ire 

I his iu" road In physical fitness is iln brainstorm of Doon • Diet of 
v \ 1 1 1 W West r.ilm Beach lo put an extra push behind the largest spot 
SCbcdok cur run b\ the local Pepsi people in the market. It's on hell. ill 
of Patio Diet (Ola. On the theor\ that while most \ merit. ins don't 
exercise, almost all drive ears on a regular hasis. ( oh e CUM up with 
the series of one-minute lapsiiles. Strongman Wes ll.irdin. In re greeting 
1'alm Peach Bottling Works lie. id I rank I ra/icr. del.uK Dwi.unu Itn 
sion exercises \ihich listeners ean perforin "hile driving or riding right 
in their ears. Series is aired throughout the il.n and evening. 

MBS adds three 

New stations joining the Mutual 

Broadcasting System arc w u n 

Mexico. Pa., operating with I kw 
on 1220 kc. owned and operated 
b) Lewiston Broadcasting; w I l< 

Charleston. III., operating w iih I kw 
on 1270 kc. owned b) Friendl) 
Broadcasters; and WDOI Burling- 
ton, owned b) Hunter Broadcast 
ing, operating with I kw daytime 
and 25t) watts niehl on Uno kc. 

Stock conversion delay 
by Gross Telecasting 

(itoss telecasting, Inc. ownei 
and operator ol w JIM l \M I M & 

I \ i I arising, has deterred tor three 

years the date for conversion ol the 

("lass B common stock into common 
stock. \n amendment of the V 
tides ol Incorporation pushes the 
date up to March 3 1 . l l ">~ 

I he regular quarter!) dividend ol 

40 cents a share was declared OH 
the common stock, payable May 1 I. 

1964, to shareholders ol record at 
the dose o\ business \pr. 24. 

l l >M. I he quarter!) dividend 

seven-and-a-hall cents a share was 
also continued on the Class B 


New outlet in Windsor 
( kw w signed on the air M 

19, with a signal reaching down into 

Detroit and [oledo, as well as 
Windsor, Onl President of the new 
compan) is Ro\. I ■ th, who has 

don^- a weekl) show on tlv ( I \ 

Network and now does a dail) talk 
program on ( KWW Robert Lil- 
ian is operational sales manager 
and Norm \ldrcd is program man- 

More WSB-FM stereo 

w sb i|\i Vtlanta, the most 
powerful FM station in the si 
has expanded its br> vr- 

multiplex musk to include the 
full t.\.\\ . from its 7 B li- 
the midnight sign-off I the 
pioneers m Southern su . 
casting, the station opt vith 
100 kw 


Three AP committees 
study broadcast wire 

The Associated Press' recently 
announced intention of reevaluating 
its service to broadcasters in view 
of new trends in newscasting was 
not an idle one. Three study com- 
mittees made up of members of the 
AP Radio-Television Assn. will 
put into effect a three-pronged na- 
tionwide survey to seek qualitative 
data on broadcasting patterns, us- 
age of the AP broadcast wire, and 
unsatisfied station needs. Returns 
will be classified according to both 
station power and geographic lo- 

The three committees and their 
chairman: Fact Finders, Tom Fraw- 
ley, WHIO Dayton; Watchdogs, 
Jay Crouse, WHAS Louisville; and 
Wirephoto-Photofax, Grant Price, 
WMT-TV Cedar Rapids. Commit- 
tees were chosen, said APRTA 
president Robert Schmidt, with a 
view to equal representation by 


M. Jay Corrington, Radio Operations 
Manager of KODK, Joplin, Missouri, 

>>:i\s. "First let me say I believe the 
CRC library was designed by Radio 
Men . . . I believe our image in the 

minds of our advertisers and listeners 

has unproved greatly . . . Sponsor Iden- 
tification Jingles . . . the greatest . . . 
give a local advertiser closer identifica- 
tion with his national produce, hut 
builds a quality image for his business." 


Call Dallas Collect 214 748-8004 


both large and small stations and 
will work in liaison with AP bu- 
reaus and officers of AP state 
broadcasters associations in their re- 
spective areas. 

Both the Fact Finders and the 
Wirephoto - Photofax Committees 
are expected to employ the ques- 
tionnaire technique. The Watchdogs 
will keep an eye on the broadcast 
wire's over-all performance in cov- 
ering the news, with special atten- 
tion to writing, processing, and pack 
aging to meet the special needs of 
broadcasters. All three committees 
will submit their findings to the an- 
nual meeting of the APRTA board 
next September. 

RAB ups Birchfield 
to head member push 

Lewis P. Birchfield, a regional 
director since 1961, has been named 
RAB's director of member devel- 
opment. He's 
directing the bu- 
reau's efforts to 
broaden its 
member ship, 
while continuing 
t o administer 
the RAB Sales 
Clinic's one-day 
course in radio 
sales manship 
which the bu- 
reau offers on an individual basis 
to member stations. 

Birchfield brings to his new job a 
background in both media sales 
and retail advertising. He has 
served on the sales staff of WDSU 
New Orleans and the promotion 
department of the New Orleans 
limes Picayune. He was advertis- 
ing and promotion manager in 
Sears-Roebuck's southern territory 
for almost six years. Prior to join- 
ing RAB he was also general man- 
ager of WFAI Fayetteville. 


$325,000 buys KMBY 

KMBY Monterey has been sold 
by John L. and Muriel L. Bur- 
roughs lor $325,000. Buyer is Stod- 
dard J. Johnston, formerly presi- 
dent and general manager of KRGV 
and KRC.V-TV Weslaeo. Tex 
KMBY is a Fulltime station operat- 
ing on 1 240 ke at I kw days and 
250 watts nielit. 

WARM WSBA lead off 
RAB's 'College Plan" 

Susquehanna Broadcasting' 
WARM Scranton and WSBA Yorl 
Pennsylvania, are first subscribei 
to Radio Advertising Bureau's "Co 
lege Plann.'* agreeing to underwrit 
plan on behalf of Pennsylvani 
State University. Plan makes RA 
sales material available to college 
and universities at nominal cost a] 
spur to interest more college-trainee 
sales-oriented young men and wc 
men in radio careers. Also enrolle 
under plan is Kansas Universit; 
Material includes complete backlo 
of RAB sales and research studie: 
as well as weekly mailing of currer 

Commenting on action by Penr 
sylvania company. RAB Presider 
Edmund C. Bunker said: "I woul 
like to salute the Susquehanna e\ 
ecutives who saw need for traine 
sales personnel and administrator 
within our industry, and decided t 
do something positive about it. 

"As our industry grows in in 
portance to advertisers, and in th 
number and variety of its advei 
tisers, the shortage of trained pec 
pie may someday be our grave: 
problem." he continued. *'Onl 
through corrective measures lik 
this one — instigated and sur 
ported internally by broadcasters- 
can we begin to attract some c 
the intelligent, educated young pec 
pie we will need within the ne> 

Schlosser tops ABC's 
ad, sales development 

Don S. Schtoa 
ser has been ar 
pointed directc 
o f advertisin 
*5» i*^ ■ and sales deve 

opment for AB< 
* Radio. He ha 

v been adverti? 

""dP^Wfc coordinate 

I f KT and manager ( 

sales develop 
ment since Jul 

1 96 1 . 
CBS was Schlosscr's affiliatio 

prior to joining ABC as a sale 
promotion writer. With CBS thrc 
years, he had been a member c 
the press department. 




W.\ Washington. I \pril 10, 19 
ling Mood ' ' • ' • fl ■ 

• .' • ■ : • . • • • m r • ' 

_ _^_ i ' < • f 

• .■ • ■ ■ ■ • cars 

ip 1 ft drinks. at from t 

ous financial launching pad of $479 hillion 
inc consul 

mood that made new highs i - -end retail sales for 
that year. 

rs The Business and Defense S dministrat ion has not 

Included backed down from its Outlook position that even ci 

ret sales may not prove an exception, over t: 
course. Outlook forecast was for "relati 
cigaret sales in 19^4 , and Agriculture Depart;- 
■cent report of an all-time .ret smoki 

for 1963 indicates a momentum sure to carry ov. 

Majority observers both in and out of government lean to 
Commerce's Outlook viewpoint. Factors in addition to 
1963 momentum are 1964 increase in inc- ;->.•:■' papula - 
tion : an expected psychological swi ~fare 
over Smoking and Health report dies down, and as crash 
research programming buoys up hope of safer sraok 

Recently reported lift in March sales announced bv An 

ican Tobacco and Liggett an " : - - ■ ■■: ' ' 

stab ity prediction . 

Reassurance of sustained sales may make it ea or 
cigaret advertisers to accept compromises in broad- 
cast commercials approach. 

And Alcoholic It might be apropos to mention here that beer. - 

Beverages, Too hard liquor (shhhi > sales from vodka t 

substant '. ■'.'. up in 1 9 f 3 . and will pro 
up side in 1964 alcoholic beverages show vonn 
imbibing, in any media advertising — the slan 1 -om 
ung married to seasoned sophisticate, in a 

Much has been made o: tax dip 

weeks of 1964. : • • • • ■ - . 

billion retail ci: ' " " : I _ 

"ar.uar-. . I °' -» ; i p : • ■. • ■■■ " : rom 

..-. riculture points out t 

1963 taxable sales wi an all-time and a fu 
six percent up over the same monl 

In its look-ahead for 19 ' ' • 

there wil 1 ': 'e a -• - ' ■■ • - • _ 

The Department says it 
'.turin-. -timat. 

>l 13. 1964 55 


" Longer term impact depends not only on wide public at - 
tention given to the report, but also on developments 
;enerated by the report . " 

The "developments" would include such moves as FTC's 
proposed warnings and curbs on cigaret advertising; 
crash programs by HEW, and local groups to warn the 
young away from smoking; and on the cheerier side — 
success of safety research programs. 

Set Record 

Agriculture's profile of American smoking for 1963 shows 
a record 524 billion cigarets consumed, 3% more than 
in 1962. 

Per capita rate was 217 packs a year, for those 18 and 
over, a 2% rise above 1961 and 1962 years of no change. 
Filter tips grabbed nearly 58% of the total 550.5 bil - 
lion cigarets produced in this country last year , as 
against 42% nonfilter. In 1962, the split was about 
54.5% filters and about 45.5 nonfilter. 

Cigarillos , 
Cigars Do Well 

Car Sales 
Speed Along 

King-size filters gained 12% in 1963 over the previous 
year — a gain that more than offset a decline of about 
8% in regular size nonfilters, Agriculture says. 

Cigars and cigarillos are bowling merrily along — the 
trend apparently having started well ahead c actual 
publication of the Surgeon General's Smoking and Health 
report. Agriculture says the 1963 total consumption was 

.2 million, highest since 1923 , with additional sharp 
gains for the cigaret-size in the final quarter. 

As for noncontroversial products, Commerce's Outlook 
series, slightly less dead pan than usual, predicts glow - 
ing futures in 1964 for TV favorites : Cars, soaps and 
detergents, soft drinks, appliances, candy, bake goods, 
toys — you name it and it's up. Jew cars sold in the 
first four months of the 1964 model year (Oct. 1963- 
Sept . 1964) were at annual rate of 7.5 million — almost 
6% above comparable period of previous record-breaking 

1963 model year, and "the most favorable start of any 
model run," says Commerce Survey. 

In dollars it spells annual rate for sales of cars. 
tires and accessories of $23.3 billion in calendar 1964, 
topping 1963 annual (calendar) rate of $22.3 billion. 
Commerce finds sales of intermediate size cars continu - 
ing to chew into sales of compacts and imports , revers- 
ing earlier trend toward smaller cars. Standards edged 
up from 59% to 60% of the market at this point in the 

1964 model year. 

Trade-up continues with one-in-five families in two-car 
class and even modest car buyers going in for air con- 
ditioning, and V-8 over V-6 engines. 




Routt buys piece of 
Rayville stations 

I dd Routt, \ ice president and 

ieral managci ol K\( )l Monti 
I .1 . foi the past lour and *>ik- lull 

irs, has purchased 4 l >'< interest 
m KRIH Rayville, I a., and as 
sumed duties ol operating partnei 
ihcrc April I. Sellers Aycock, It . 
has been sole ownci ol KRIH foi 
two years. 

\ career which began with the 
Mel endon ( orp. in 1). til. is. has 
since led Routt into \.inous fields 

management .it man) stations 
throughout rexas. 

N.Y. Broadcasters boost 
transient radio audience 

Vlways on the lookout to pro- 
mote radio, the New 1 oik State 
Boardcasters' Assn. has mounted 
i campaign to put "More Radios in 
lotcls and MoteK/' with a particul- 
ar eye on the more than "0 million 
voplc expected to \isit the World's 

I nder the direction of the Special 

•rojects Committee, Steve Labunski 

WMCA v.p.) as chairman, the 

Irive includes both live and record- 

I d announcements and community 

projects For instance, one opera- 

lonal plan calls lor local stations to 

uppl\ the hotel or motel with sev- 

tal reasonably priced radio sjts. 

are to be kept in working 

•rder b\ each station's engineering 

lepartment. I he sets are left at the 

otel or motel desk with a sign 

idicating that they can be rented 

'vemight tor a nominal tee. This 

ione> is turned over to the station 

ntil the sets are paid for. Alter 

Kit. rental mone\ goes to the motel. 

3utte stations merge 

1 here'll be one less station on the 
uil in Butte. In one of the infre- 
uent station mergers. KBOW. Inc.. 
as acquired the assets of KOPR for 
140,000 and will retain the lai- 
r's frequency (550 kc with 5 kw 
ower days. I kw nights), deleting 
ie frequency ot its own lcss-powcr- 
il KBOW (1490 kc with 1 kw 
and 250 watts nights). 
Principal stockholder of KBOW, 
S Richard R. (Shag) Miller. 
OPR was owned by Copper 

Will oversee community affairs 

On genera l manager Mike Shapiro*! riuhi is ins sen right-hanaVman 
George I Hey, just named administratis e assistant to Shapiro for u I \ \ 
(AM-FM X IN). His s| area "ill In- community relations and 
service frnkb baa become so demanding as to require full-time managi 
mini. I Hey, "ho brings nearlj two decades ol hroadtastini; i-tperienci 
lo his m» post, has hull manager of \\ I \ \ radio for llu pant siv \ 

a jolt which "ill bow he lilhd i>\ I). m Hydrick, lr. (I), tiydrick'i in in 
acconnl exec, ;ii \\llll Baltimore, genera l manager of wt.ii Norfolk, 
assistant (o llu president of Metropolitan Broadcasting in Kansas < it>, 
general manager <»i KBOX Dallas and tales executive tor Kl\l Dallas 

Broadcasting Co.. which also owns 
M.lll Billings. 

Geoige Hatch, chairman of the 
board of Intermountain Network, 
is Copper's principal stockholder, 

V otiations were handled b\ 
Edwin lornberg. 

KNOK to build FM 
On another new-station front, 

KNOK Dallas-It Worth received 
a go-ahead from the ICC to build 
an FM station, which will prob- 
abh be on the air 24 hours a day. 

WNDY, signs on air 

\\\|)i Indianapolis signed on 
the air mid-Match, featuring a tor- 
mat ol modern-styled tolk music, 
news, and station-produced vi- 

It broadcasts with >-kw power 
at 15(H) kc 

I he station is owned b\ Douglas 
I) Kahle. Edwin lornberg. and 
I dward Wetter. 

lorn Howard is general mana- 
ge! And Rogei Kile) is sales mana- 
ger of the new station 

pril 13 1964 



Tape wrinkles abound in 
both TV and radio 

New developments in tape recording 
for air media put stress on portability, 
sophisticated editing, and automated 
operations. Here's a special news roundup 

Tape recorders, both video and 
audio, are back in the news this 
month, with several developments 
announced which should add to the 
versatility of electronic recorders in 
the production of programs and 
commercials for TV and radio. 

One new development, hatched 
by network offshoot ABC Engineers 

and General Electric with an assist 
from Eastman Kodak, combines 
some of the elements of video tape 
recording and film photography to 
produce a brand-new type of kine- 
scopes. Previewed at the recent 
NAB meeting, the "Electro-Photo- 
graphic Recorder," as ABC calls 
it, by-passes the usual kine process 

of photographing a TV image as it' 
moves on a picture tube sawn 
Instead, the system shoots the TV 
electron beam directly at motion 
picture film, rather than a TV pic- 
ture through an optical system. 
Thereafter, the film goes through' 
a development and printing process. 
and is ready for use. 

Ampex-developed Editec made possible current "Science in Action" episode with 
100 splices in 2 5 -minute show. Here, director Dave Parker (r.) discusses scene 
with program host Dr. Earl Herald (c.) and Ampex consultant Joseph Roizen. 

\iu "s new gadget is .1 step up 
from kinescopes (distortion from 
picture tube face and lens system 
is eliminated) and even skips the 
need foi conventional l \ line 
standards converters li is also .1 
cousin ol I \ tape, which puis an 
electronic signal directly on tape 
through a recording head, rather 
than through an optica] system 
Possible future uses high-quality 
him punts for spot I V use of taped 
l\ commercials and shows, plus 
prints ol live tape 1\ events that 
can be shown in the. iters oi On large 

projection screens. 

Hottest new area in l \ tape re- 
corders is that ol transistorized 
"portable" units. Generally speak- 
ing, such units do not have the con- 
trol-board flexibility and picture 
quality of the larger I \ tape units, 
but the) COSl less than half the price 

of the big \mpe\ and RCA record- 
en and have a number of applica- 
tions and advantages. 

One recent break-through in port" 
able rV recorders was announced 

In Precision Instrument < ompany 
awA Machtronic s, ln< Nov* . .1 tape 
recorded on on< ol Pn v. ision's com 
paet recorders, generally used in 
closed circuit l \ applk ations such 
as commerc ial testing 01 l 1 V i an 
"be replayed immediately on a 
Machtronics' recordei foi broad 
casting." Such interchangeability is 
likely to be instrumental in further- 
ing the spread oi commen ial I \ in 
Latin American countries, such as 
Mexico, where initial costs ol lull 
sized video tape equipment is .1 
major hurdle. 

I he big electronics producers are 
extremely active in miniaturizing l V 
tape recorders as well. \i the re- 
cent NAB convention in Chicago, 
a featured highlight of the RCA ex- 
hibit was the demonstration ol 

RCA's trio of compact l\ tape 
machines: the I R-3, a playback 
unit; the TR-4, a compact and low 
cost record-playback system, and 
the I'R-5, a portable (in the sense 
Of a Volkswagen station wagon and 

good set ol muscles) recorder for 

held use I he Ufl II v.oh>r:. 

I he \111p. 
now used in such Studii I hi till .• 

as \ ideotape Product! 
York, 1 oronto's vi . ■• 1 and the 
\lt( coloi studio m Burbank, 
already given new editing din 
sious to the prodiu tion of ta| o >m 
mcrciaJ (S SPONSOR M 
1964, p 54) Novt Editc< in • 
its m. iik m taped program produc 

Hon as well 

I asl month, an episode in the 
Science in A<in>n series, produ 
by the California Vcademy oi 
S aces .mil syndicated to stations 

as .1 public all. ins sene- 

the lirst taped I V show to be shot 

using automated electronic editing 

Within the 25-mmute show, which 
will be seen this month and next in 
a number ot major markets, there 

are approximately 100 electronic 

splices ranging from tour frames 

to five minutes in length I hese in- 
clude closeups, time-lapse effects, 
frame-by-frame animation In the 
opinion of Ampex, "such effects 
were virtually impossible on video 
tape prior to development of the 
I ditec system.* 1 Scene oi the b 
cast, incidentally, was the video 

training center ol Atnpev at Red- 
wood City, California, with \mpe\ 
consultant Joseph Roi/en as gu 

In the realm ot audio recording, 
the twin trends t^\ automation and 
transistorization continue to roll 
along, with sound recording and 
playback devices becoming more 
portable and more automatic all 
the time. As in video recording, 
where such developments .is the 
Japanese-made Sony portable I V 

tape recorder, the British-made 

Marconi and Pye cameras. ,md the 

German-developed 1 M I Vid-1 -Hit 

62 tape editing unit, are making 
inroads. Japanese. I QgUsh and other 

foreign audio tape devices have be- 
come an influent 

Automated tape hardware prin- 

cipally, tape cartridge systems 

whereby stations can pl.i> commer- 
cials, station breaks, programs, 
without the bother ot eel 

playback— is now available from 
main sources These include, to 
name some major produce: s \ 
matic I -ltrol. I ins 

Radio. I leetra Meg uhnc. I 
( iates Radio. \ta ( ai I 

R< \. Sp • 1 lectronic Corp v - 
ual Electron t tcr) ■ 

*pnl 13. 1964 


Newest film programs 
ride sales trends 

Steady product buying by stations 
in the syndication market — much 
of which eventually becomes spot 
carriers for national and regional 
advertisers — is clearly reflected in 
the latest round of sales reported by 
syndicators and distributors. Many 
of the sales are part of the heavy- 
weight push given new properties 
in the rerun market in the wake of 
the recent NAB convention. 

Here are highlights of current 
activity among syndicators: 

MCA TV is getting ready accept- 
ance for the 167-episode Wells 
Fargo series recently launched in 
syndication. The half-hour off-net- 
work series, in the first two weeks 
of national selling by MCA, was 
signed by stations in 22 markets. 
Noting that there are no half-hour 
westerns scheduled on networks this 
fall, MCA has also decided to put 
another 30-minute rerun oater in 
syndication: 75 episodes of The 


Cool ghoul picked by Lon Chaney 


John S. Booth, General Manager of 
WCHA, Chambersburg, Pa., says, 
"Without a doubt, CRC offers the finest 
Library Service on the market today. 
The sound is modern . . . a strict de- 
parture from 'old hat' techniques . . . 
The Money Maker's Sponsor Identified 
jingles arc a real boon. They are orig- 
inal and unique for both Station and 
Sponsor (dike." 


Call Dallas Collect 214 748-8004 









: g* i 

* /r i 

Of W 

f * 

i i 

Horror movies are getting to be a bit oldhat on TV, and what's needed 
these days is something to jazz up a shock-movie show a bit. Such 
a restorative was found recently by KSLA-TV Shreveport, La., for its 
"Terror on Saturday Nights with Evilum" seres, a feature show hosted 
by a Charles Addamsish monstress of ceremonies. She offered a small 
prize to the program fan who designed her the "worst" monster. In 
four weeks, there were some 5,000 entries submitted. Payoff exploita- 
tion came when the station booked a large exhibit hall, showed off the 
"folk art," and imported movie monster Lon Chaney (left, see photo) 
to help Evilun judge the winner. 


Tcdl Man, starring Barry Sullivan. 

CBS Films, which staged its 10th 
annual sales meeting in Chicago dur- 
ing the NAB conclave, is also rid- 
ing a western trail in syndication, 
having launched a 156-episode re- 
run package of Gunsmoke half- 
hours under the Marshall Dillon 
title. Some 10 markets were sold on 
a pre-release basis for a gross of 
more than $650,000. 

Jayark Films Corp. this month 
totalled up its first-quarter sales, 
particularly of its Blockbuster fea- 
ture-film package, and discovered it 
had just racked up "the strongest 
sales record of the past three years." 
Since the first of the year, 24 sta- 
tions have signed for the firm's 
latest feature package, including 
outlets in such major markets as 
Los Angeles. San Francisco and 

Four Star Distribution Corp., 
which is placing most of its sales 
hets this season on comedy reruns, 
has been locking up some carls 
large-market sales (New York. Chi- 
cago. Los Angeles. Washington. 
Detroit) on its Ensign O'Toole 
series, lour Star has high hopes for 

the series as programming materia 
for stations in early-evening time oi 
in the late night 10:30-1 1 p.m. slot 
largely returned to stations this fall. 

Seven Arts, whose latest package 1 
is the big (215 pictures) Universal 
feature backlog, has been selling the 
post- 1948 group briskly in recent 
weeks. Outlets in seven of the top 
10 U.S. markets have bought the. 
Volume 9 package, and the station 
total is over 20. 

Screen Gems, which is also mar- 
keting a large post- 1948 package* 
this sales season (210 Columbia pic- 
tures), has rung up an impressive 
score so far: 50 out of the top SO 
market, with a total of over 150 
stations signed for the picture group. 

ITC, doing well in syndication 
with its Jo Stafford Show, has scored 
steady sales with its feature pack- 
ages (Jungle 4. Edward Small. Ac- 
tion Theatre),., its kiddie-appeal 
shows (Snpercar, Ramar. Brave 
Stallion, etc.), and various action- 
adventure series. United Artists TV. 
whose sales emphasis this season is 
on Bat Masterson. has reached a 
total of 123 station sales on the 
half-hour western adventure series. 


■ M 


Eugene R Pillif ant nan 

tot ol marl 

I P 
III I past thi 

been dii l ' I 

( larl l Pittsburg 

George Condon appointed public 

clations managci ol Alberto ( ul 
i • He was formerly ( "BS press 
hid foi the midwest, headquarter- 

n ( 'hicago. 

Howard Gray, advertising m. m 
t R l Reynolds I obacco ( o. 

1957, promoted to the ncvvlv 
d post of marketing manager. 

ICCesSOr Will be Robert Rech- 

Walter V. Flood appointed BC- 

nint executive for Prestolite Co., 
ofcdo. Smec joining the company 
i 1949 he served .is .1 wire and 
iblc representative, .1 sp.irk plug 
trritor) representative, die casting 
ul small fractional horsepower mo- 
>r fields salesman, and most re- 
ntK as product sales manager, 

nail motors E. P. Lockhart appoint- 

1 an original equipment sales 

■p. for Wisconsin, Iowa and llh- 

] He will headquarter in Mil- 

Mrs Gladys D McKinnon named 

tising and sales promotion 
anager of \eroceuticals, Inc. \s 

lanager she will super\ise the \ ( )M 

sew Directions" program for deal- 

- Formerly, she was associated 

'ith her husband. Howard J. Mc- 

I innon. in advertising and public 

Illations for retail stores in the 

•■ V a Haven Waterbury 

Robert L. Jenkins named to the 
w position of product manager. iood sales, for H I 
.n/ Co., responsible for market- 
c programming for quantity \ood 
rvice product lines sold to hotel. 
ptaurant, drive-in. vending and in- 
kutional feeding customers 

Carl E. Lantz, formerly vice prcsi- 
;nt of marketing for the Admiral 
krp., appointed assistant to the 
neral marketing manager for Phil- 
■ Corp.'s consumer products divi- 
Donald F. Johnston, formerly 
Je president o\ marketing for the 
lyco Manufactures Di\ ol B I 
'nxlri h Co. appointed h sales 
tinnim: manager for television. He 
Is John J. Kane, recently pro- 

moted to assistant national sales 
managei Charles s. Grill joined the 
merchandising department ol Philco 
He was formerly advertising and 

s.iles promotion managci foi all 

consumer products at \dmiral 

Bert M Wal- 
ter named dii 

tor ol organiza- 
tion, personnel 
and industrial re- 
I at ions foi 
Che sebrough - 
Pond's. Inc. For- 
merly . he w .1 s 
vice president - 

industrial and 
11 oiler community rela- 

tions lor (lark I quipment. Buchan- 
an. Mich. He was a founder and 
president o\ the American Society 
for Personnel Administration 

Everett Taylor Martin, vice-presi- 
dent, public relations and advertis- 
ing. Jaguar Cars. Inc., New 1 ork. 
named winner of the International 

Motor Press Association Annual 

Award for the most successful 
COmplishmenl in the held of auto- 
motive communications du ri n g 
1963. He is a former newspaper 
and wire service man. a Jaguar vice 
president for ten years, editor o\ the 
Jaguar Newsletter, a monthly publi- 
cation which was selected the top 
communications achievement i^f the 
vear by a panel of editors, radio ' I \ 
production men. and heads 
schools ol journalism. 

Charles R. Turner named advertis- 
ing manager o\ Nationwide Insur- 
ance's five-state Norths si R< rion, 
working out o\ Portland l ■ 
Since joining the comnan\ in 1 
he has worked as underwriter ad- 
vertising field services supervisor 
and most recently as cooperative 
advertising man.: 

Donald Spongier vd to the 

general line sales staff of Wellington 
S rs Co., Chicago S joining 

the company in i i ^'> he has been a 
salesman in P of 

where h ! w ill '• Jed bv Ro- 

bert Kress. 

John J Oakcs formerly national 


Revlon, appointed national 
managci foi Seabn • I « 

based at < arlstadl N 1 

Dr. James G Affleck pointed 
assistant general mai n- 

can ( vananiid s ( onsumei Prod 
Division Since joining the company 
in 1949 lie ha 

the new produci develoomcnl 
partment, managei of rabbei chemi- 
cals department, and most recently 
assistant general managei of the 
1 mmercial Development Division 

William H Sapiro ed as 

sales promotion managei ol the 
Magnavox Co His resignation 

a result ol re-location ot the sales 

promotion department H« was 

formerly sales promotion man. 
at Hen Sackheim, Inc . advertising 


W REX-TV &Ummd J J 

■ 1 1 ■ I 1 1 H I II 1 — 

• No* C' ,s.- lsscnbly plant — 
6000 r(* |ObS in 1964 

• Ne* S8 million he. 

• •■ Gi'« Rubb«r Plant. Fr#«oort. III. 
— 500 ne* job*. 

• 58th m U S i E B 1 re- 

• E B I ot' nous. 

• Si- 


• 3 1 ■•'• . ', 

tfn Wisconsin — th* 

ague • 




• I 13 1964 


Paul C. Castellanos and Robert 
Chapline appointed manager and 
assistant manager, respectively, of 
the World's Fair exhibit for the 
Borden Co. Castellanos is manager 
of promotion services bureau. Chap- 
line, experienced in the field of 
theatre management and direction, 
will take charge of the selection and 
training of exhibit staff personnel. 
The 10,000-sq. ft. exhibit, located in 
the Better Living Center, will fea- 
ture a musical production, ''All 
About Elsie." 

Maxwell Sil- 
verstein promot- 
ed from adver- 
tising manager 
to vice president 
and creative dir- 
ector for pack- 
aging and print- 
ed media of 
Glamorene, Inc., 
Clifton, N.J. He 
joined the agen- 


cy ten years ago as art director. 

Richard D. Knowles, eastern 
O.E.M. sales manager for Ra- 
theon's Industrial Components Div., 


Mr. Al k.ihn. General Manager of 
WAGR Radio, Lumberton, North Caro- 
lina, says: "CRC Library Service is the 
finest that we have ever had the occa- 
sion to work with . ■ ■ The sounds are 
completely up-to-date. The sponsor 
I.D.'s are terrific aids. The quality is 
outstanding, and the cataloguing is sim- 
plicity itself." 


Call Dallas Collect 214 748-8004 



promoted to industrial O.E.M. sales 
manager. Since joining the company 
in 1954 he has served in field sales 
for the Industrial Components Div. 

E. Clifford Frank regional sales en- 
gineer and corporate commercial 
manager in the South Atlantic Re- 
gion, succeeds Knowles and will 
make his office at Englewood Cliffs. 

Judy Frisch 
appointed public 
relations coordi- 
nator for Ideal 
Toy Corp. She 
has relocated to 
New York from 
Chicago where 
she was with 
Mayer & O'- 
Brien. She will 
b e responsible 


for the company's public relations 
activities with the trade media, as 
well as supervising internal and 
cutsomer relations programs. 


Robert L. Brownwell appointed 
production manager of MacManus, 
John & Adams, Inc., Bloomfield 
Hills, Mich. He 
will continue to 
handle produc- 
tion on the Pon- 
^ TIW W^j tiac and Cadillac 

accounts. Robert 
B. MacQueen 
transferred t o 
the New York 
office as traffic 
manager. H i s 

Brownwell new duties will 

include supervision of traffic for 
Pfizer Laboratories Div. and Pfizer 
Chemical Sales Div. J. W. Ingham, 
45-year veteran of the advertising 
business, retired from the agency. 
He started in the business as an 
after-school apprentice in the pro- 
duction department of MacManus. 
Inc.. predecessors of MJ&A. 

Berton Helfner joined H-R Tele- 
vision as creative sales analyst. 
Mary Lee Allen named assistant to 
research director Martin E. Gold- 
berg at H-R. Helfner was formerly 
an account executive at Wood 
Grand Rapids, and Miss Allen was 
with Curtis Publishing Print Re- 

Stuart Mark Ganon named vice 
president in charge o\' creative pro- 
duction facilities of Smith & Dorian. 

He is the winner of first prize k 
printed media for Ashland Oil C[ 
second prize in television for t| 
same cliertt from the Advertisi 
Federation of America 1962, thrj 
awards or Amoco, including one 
the 1959 Rome Film Festival. 

Christopher W. Conway resign 
as executive producer and radio- 
writer for N. W. Ayer, New Yoi 
to join Lynn Baker, Inc. as direct 
of the radio and TV departme 
During his seven years with Ay- 
he supervised commercial work 
films, videotape, recordings as w 
as live broadcast. 

Victor Armstrong joined T 
Bates & Co., New York, as v. 
president and account group her 
He comes to the agency from AhY 
Murden, Nystrom & Armstroi' 
Inc., international public affairs a : 
marketing consultants. 

Martin SI 
tery appoint 
vice president) 
charge of te. 
vision comm<, 
cial producti, 
for Comr. 
A d v e r t i si: 
New York, 
has been asso- i 
ate producer 
Slattery the agency i\ 

the past six and a half years, ha, , 
ing had previous experience at 
Walter Thompson and Your 
& Rubicam where he was product 
of the early Bert & Harry Pie 
Beer commercials. 

Herbert G. Drake elected vi 
president of N. W. Ayer & Son. S 
Francisco. Prior to joining the age : 
cy in 1963 he was senior vice pre 
dent and director of Ted Bates 
Co. and earlier vice president of 
Walter Thompson Co.. New Yoi 

Kenneth J. Ward, Jr., and Jam 
A. Hanlon promoted to account 
ecutives; William V. B. Nixon, 
and James J. Svec named assist 
account executives at Necdha 
Louis & Brorby. Chicago. All fo 
men have come up through t 
agency's executive training progra 

Richard Ferber named to the ni 
post of creative administrator 
Guild. Bascom & Bonfigli, S 
Francisco. Prior to joining t 
agency in l l )62 as a copywriter. 
was copy chief of Richard N. Me 
/er Advertising. 




John D Burke, 

\ ice president 
and managei oi 
the creative de 
partment, .1 p 
pointed scnioi 
vice president at 
( ompton \ii 
vertising, 1 1 e 
joined the agen 
cv in 1956 as 
.1 copj group 


Walter W. Bregman and John 

Kinsella, both formei brand su 
•rvisors, promoted to account su 
rrvisors at I eo Burnett Co., Chi- 

Milton Schwartz promoted tO 

upervisor of Kenyon & Eck- 
nilt. New York. He joined the 

'.•enev m I l >d2. 

H. Blake 

chatfield named 
public relations 
director of Ful- 
ler & Smith \ 
Ross. I os An- 
geles. He is re- 
placing A. C. 
McCarroU, who 
resigned to be- 
come newswriter 
at NBC, Bur- 
mk Chatfield was formerly with 
TTV. in charge of the press in- 
rmation section of its public re- 
tions department. 

Jane Heil joined Mogul Williams 

Saylor as a copywriter. She 

rved in the same capacity at 

acy's, and w \\ / New Haven, 

id WH \i New Britain. Conn. 

Robert McElwaine joined \la\on. 
C . as director of product promo- 

>n. He has been executive vice 
esident of Paul Bradley, Inc., and 
eviousl) senior account supervisor 

public relations of Interpublic. 

Carol Leonard, formerly a copv - 
iter at Edward H Weiss & Co.. 
the creative staff of latham- 
lird, Chicago. 

Dwight Jarrell, former Detroit 
ipcrman, named account e\- 
luuve for the V R Gloster ad- 
frtising \gencj on the (Kl \\ 

Ml M IV account. 

Tony Hillard named art director 
■ Ronalds-Reynolds Co., Toronto 

■ has previous!) been with agen- 
ts and studios in 1 ondon, Eng- 

liJ. Cape Town. South Africa. 

Evelyn Stern joined the radio and 

1 \ department ol l Io< fei 1 Metrich 

\ BrOWn She was I, Min, 1 1\ vv ill) 

\K( .inn Marschalk, New York, as 

assistant ,u t dirCCtOl . pi ml aiul t( l( 

\ ision departments 

Nicholas Pap- 
pas, U p 
head ai 1 directoi 
ol < 'unningham 

& Walsh. Vvv 

^ oik. appointed 
vice president. 

His anient BC 

c u n t assign 
ments include 
■•:i" w 1 a n d s, 
[nc . Hoffman 
Regis Papei ( 


Beverage ( !o. 


and Sterling Drue, I 

Robert T. Nugent to D' \ie. \d 

vertising ( o . \eu 1 oik. as a vi riter- 
producer in its radio/h department. 

He formerly held the same position 
with Fletcher Richards. Calkins & 

Patrick J. Bohen, loimcilv with 
FoOte, (one \ Belding, joined C. J. 

LaRoche, New York, as account 

Stanley Winston joins llailell Ad- 
vertising Assoc, as executive Nice- 
president. For the past four and a 
half years, he has been promotion 
director of Redbook magazine. 

Murray Klein and Miss Sandi 
Butchkiss appointed creative director 

and copj chief, respectively, of 
Smith/Greenland, New York. 


William P. Dix, Jr., general man- 
ager o\ WCHS-TV Charleston, w 
\ a., named to the Board ol I rustees 
of the United Fund of the Kanawha 

John Mileham promoted to di- 
rector of sales promotion for 
k I \ 1 1 l\ Hutchinson. Kails Since 

he joined the staff in I960 he has 

been executive, local Sales Divi- 
sion, and promotion director 

Peter G. Robinson, dircctor-pio- 
gram development: Bruce Lansbury, 

director-programs; Len White, di- 
rector-program projects; -\nd Ethel 
Winant, associate director-program 
development were all recentlv ap- 
pointed to those posts bv CBS l\. 
Hollywood Robinson has been 
associate director-program develop- 
ment and executive producer since 

joining the network in 1961, 1 ans- 

Do your tales promotion and 
presentations ring the bi-ll thcit 
gets business? 

I can do that for you! 

Are you hitting the right notes 
on your audience promotion and 
publicity horn? 

I can do that for you 1 

Yr, tn6 I vt got th» big mjrk»l brojd 
d\t o«p»ri*ncc MMOMI Hon*, and r»e- 
ommrndjfiom to prowi 



Writ* Bo« 700 for i»i«mt 

SPONSOR 0|ib«i, Bu.ld.nq 
Duluth Mmn 5580? 

il 13. 1964 


bury joined the network in 1959 
and has held the following positions: 
assistant director-program develop- 
ment, director of daytime programs, 
general program executive, and last 
October was named producer of 
"The Great Adventure" series. 
White joined the network last May 
as director of program development. 
Miss Winant most recently was a 
producer for "The Great Adven- 
ture" series. 

Aaron Cohen 

named manager, 
program serv- 
ices, sales devel- 
o p m e n t, and 
Participa ti ng 
Program Sales, 
NBC. For the 
past two years 
he has been 
Cohen director of re- 

search and sales development with 
WCBS-TV New York. 

Rocco N. Urbisci returns to KYW- 
TV art department after two years 
with the Army, serving with the 
Army Security Agency at Arlington, 
Va., and Frankfort, Germany. 


Al I ( ■ General Manager of 
KIH M. Detroit Lakes, Minnesota, says: 
"Spring came early to KDLM, for 
C.R.C.'s Program Service breathed new 
life into the sales force. Nor just the 
sales force either, became the an- 
nouncers certainly enjoy the quality 
production and music of the service." 


Call Dallas Collect 214 748-8004 



Edward C. Carlson named assist- 
ant sales manager of WVUE-TV, 
New Orleans. He was formerly an 
account executive and co-owner of 
WJBW New Orleans. 

John Har'. appointed bureau man- 
ager-correspondent of the CBS 
Owned Television Stations' Wash- 
ington News Bureau. He succeeds 
John Edwards, who resigned. The 
bureau will expand its staff to in- 
clude Ivan Scott, second news cor- 


Irene Blanchard, former office 
manager and women's news com- 
mentator at WOMR-WGAY-FM, 
Washington, appointed the station's 
first woman account executive. 

William T. Mc- 
Kibben appoint- 
ed general man- 
ager of WGR 
Radio, Buffalo. 
He came to Taft 
from the Bala- 
ban station 
group where he 
was assistant to 
the vice presi- 
McKibben Jent, headquar- 

tering at W1L Radio, St. Louis. He 
is vice president of the Missouri 
Broadcasters Association, is active 
in NAB. 

John O. Downey, CBS vice pres- 
ident and general manager of 
WCAU Radio, appointed by the 
Care Committee of Greater Phila- 
delphia to serve on their board of 
public relations advisory committee. 
Committee meets twice a year to 
establish policy directions for CARE 
public relations. 

Monroe G. Gordon appointed 
genera] sales manager of radio sta- 
tion WOLF Syracuse and the 
Northeast Radio Network, divisions 
of Ivy Broadcasting Co. He comes 
to the station after serving as re- 
gional sales manager for Universal 
Publicizers, Inc., Chicago. 

Claire Hughes, director of com- 
munity relations for KHJ Radio, 
Hollywood, accepted membership to 
the board of directors of the Wom- 
en's Division Executive Committee 
of the Los Angeles Chamber of 
Commerce. Miss Hughes is past 
president of the Los Angeles Ad- 
vertising Women and the Radio-TV 
Women of Southern California, of 
which she is founder. Ken Stratton, 

formerly with CBS Spot Sales CM 
cago, joined KHJ Radio as said 


Cy Cobey, Jr. appointed accoui 
executive of KOOL Radio Phoeni; 
He formerly served in the U.S. arm 
for two years. 

Don Bertrand appointed region; 
sales representative for WMT st; 
tions. He comes to his new positio 
from WEBC Radio Duluth. 

Dona Anderson, Graham Whit 
and Michael C. Cary appointed t 
the Radio Advertising Bureau's n; 
tional sales staff. Anderson rejoir 
RAB after a three year absenctj 
during which he was account execil 
tive for both a New York rep fin] 
and San Francisco radio statioil 
White was formerly an account e>jj 
ecutive with NBC Spot Sales. Ch| 
cago. Previously Cary was an execi 
tive with a national food brokerag 


Sig Kusiel appointed manager an 
supervisor for all theatrical and te'.l 
evision activities in Latin Americl 
for Seven Arts Productions Inter! 
national. For 20 years he was vie 
president in charge of Latin Ameri 
can activities for Columbia Picture] 

Jack W. Wa 
drep named CB 
Films' southeast 
ern d i v i s io 
manager, head 
quartering in At 
lanta. Sine 
1962 he wa 
manager of th 
Atlanta office. 

\\ aldrcp 

Lawrence H. Rogers, II, presiden 
of Taft Broadcasting, joined TAC 
nine-man Broadcaster's Advisor 
Committee. He succeeds Davie 
C. Moore, president of Transeont: 
nent Television Corp. 

Robert Kuhl added to V i s u a 
Electronics Corp.'s west coast sale 
engineering staff. For the pas 
year he has operated his own busi 
ness providing engineering servic 
to Bay radio stations. Prior u 
that he was with Gates Radio Co. 
Quincy, 111., where in 1949 he en 
tered broadcast sales as a sale 







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buy WSJS Television. 


North Carolina's 





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^M APRIL 20 1964 PRICE 40c 


r u 


Spoil SOT — a sponsor is a client, is a 
station, is an agency — is a sponsor. 










WKNR, Detroit; WBZ. Boston; 
KOL, Seattle; WBT, Charlotte; 
WFIL, Philadelphia; WVON. 
Chicago; WIFE, Indianapolis; 
WDSU, New Orleans. 

KXA. Seattle; WXYZ, Detroit; 
WFUN, Miami; KXYZ, Houston; 
WHDH, Boston; WIBC, Indiana- 
polis; KELI. Tulsa; WSPD, Toledo. 



KTOP, Topeka; KENI, Anchorage; 
WROW, Albany; KFOR. Lincoln; 
KMBC. Kansas City; WEST. 
Easton. Pa.; KIOA, Des Moines. 

Delta Airlines; Standard Oil of 
Kentucky; American Bakers 
Cooperative Inc.; G. Heileman 
Brewing Co.. Inc. 
Hundreds of clients and agen- 
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5420 MELROSE AVE.. HOLLYWOOD. CALIF 90038 TEL 213 HO 2-6027 




Seasoned to Please!" 


^v ^^H "J^l ^ ^H 1^ ^i ^B 









19 ^ W 4 ^ P 4 ll 

Beverly ] 


1 MOVIE 1 

II The 1 

Defenders 1 


1 y * 






Represented by H-R Television, Inc. I 

or -w»^ 

Call C. P. Persons Jr., General Manager 


orbidden Cigarette Talk Clears Air 

v« \ ork — Main ol Madison 

enue's tacitly forbidden words 

cigarette-smoking were said 

Id and clear on air last week via 

is television's second look at 

*.>king in as main sears. Program 

ttes I C ollision of In- 

whose very title drew criti- 

Cfn), aired by producer-writer 

.-■ hur 1> Morse tor ( BS Reports. 

•king controversy was pin- 

! as economics \s. health, with 

a $8-billion-per-year industry (which 

S3 billion in taxes, supports 

" mkX) farm families plus countless 

opposed bv future health of a 

; 'million nation. 

ailing program "valuable, eoura- 

„• us, aiul truly public service," New 

Herald-Tribune's tv critic John 

I rn wrote: "If honest self-criticism 

lark of maturity, then television 

H night gave every indication ol 

hhg grown up." 

Iighlight quotes: 

Dr. Luther 1 ferry, U.S. Surgeon 
l leral: "My advice to the smoker 
wild be to stop smoking." 

)r. Eva S.dber. senior research 

i viaie. Harvard School of Public 

Hfilth: "If present trends continue. 

th I million present school children 

ir.he U. S. will die ol lung cancer." 

ather Thomas Garrett, philosophy 

.lessor. I diversity of Scranton, on 

ty of cigarette advertising: 

put it this way. the man who 

rWe personal judgment seen 

kfto bettering programing 

iloxi — ( harles M. Stone, radio 

: imager ol NAB*s code authority. 

iui:s broadcasters to improve indus- 

Itl by exercising more personal 

lnjment in what they offer public. 

le said they shouldn't rely exclu- 

ly on polls, surveys and ratings to 

line likes and dislikes of audi- 

Rather than downgrade their 

lotions, he said, they should strive 

mprovement by putting more 

on own convictions. 

ing combined meeting of 

Nkissippi and Louisiana broadcaster 

■*slv. Stone said broadcaster should 

- helf if he approves oi what his 

stjon is prenJucing for public and 

'j consider material 

m ely "because it sells. 

he emphasized. 

that broadcaster's 

m t would necessarily 

al loss It's possible that a 
hp job could be done bv trxinu. 


Uclnee on 



does not 

own judg- 

result in 

drives the gclawav cai in a bank 

robber) is as gmitv as the man who 

holds the gun. . 
David OgiKy. chairman, OgHvy, 

BenSOO and Mather. Some cigarette 

commercials "are intentually dishon- 
est aiu\ the men who wrote them and 
paid lor them know it 

N All s I erO) ( ollms: . the 

need is to restrain the ovei-all ad- 
vertising program so thai a will not 

mislead, deceive, be false 

Mis Mildred Brad] ol the ( on- 
turner's I nion: I don't see how this 
(broadcasting) right ,wn\ privilege 
given to this industry can justifiably 
be used to damage the children ol the 
nation. So on these two media (radio. 
tv) — no advertising." 




Wasliiimlon III 

WMTVt i\ < II 
•land Springs Mc and H M HA 

I \l xi i v. H 

I'aai s Dolphin Enterprises < hrmn 

Henry and ( mm < ox di 

of the Uanstei from Ml Wl lungton 

l\' :\ owners ot the 
.leas! prupcrti- 

It broadcast ei Pi up to Ins 

unprcilictabili! i pciformcr. 

M.une viewers could he in I 

jolts — but even the Paar tern; 
ment niav have to bow to financial 
exigencies ot running a television 

Cone claims bad handling by advertising people 
A major piggyback problem, wants Code to take look 

Chicago — A major advertising ex- 
ecutive has expressed the hope that the 
NAB code "will really look into" the 
piggyback issue. Fairfax Cone. Poote, 
Cone & Belding executive committee 
chairman, says he's concerned that 
some advertisers run two 30 Second 
commercials in a minute, others want 
to run 30-20-10. The audience is con- 
vinced that they got an awful lot ol 
commercials. When it was really a 
matter ot bad handling on the part ol 
the advertising people.'" C one stressed. 

He w.,s speaking On the Northwest- 
ern WGN-iV program. Your Right 
i<> Say It. aired here Saturday ( ISih). 
Appearing with him were NAB COOC 
authority director Howard Bell and 
Ward Quaal. exec \ I'.-Oen. Mur.. 
WGN, Inc. 

Bell pointed out "From our moni- 
toring reports, we tind that over "»> 
percent of the stations auJ commer- 
cials comply with the time standard 
limitations — among code subscribers 
— but our problem today, and it is 
the number one code problem al the 
moment, is not stations exceeding 
commercial time limitations "It is the 
appearance, or impression ot the 
viewer, of the non-programing con- 
tent of tv — including promotional an- 
nouncements, billboards, credits, com- 
mercials, including piggybacks, etc. 
V/e need to reduce the non-program 
elements to which the viewer is sub- 

"The problem is not the exot 
Bell asserted. "But the content, in 
terms of the representations, the 
claims, exaggerations, derogation ol 
the competitors, lack ot substantiation 

Of damis I his is a serious problem 
within the clearance progress ot the 
code authority ." 

( one. meantime said he vvasn . 

vinced the advertisers were getting 
lair shake lor their minute- 
they sponsored a program, having 
three one-minute commercials — then 
costs went up and they began sharing 
sponsorships, participating ever) other 
week. etc. I he result is watered down 
impact." he s.uj. adding he doub: 
will work. 

rinsing minority programing. 
Bell noted a station this 

"onlv if h has successful majority p 

•Jucing enough revenue to 
underwrite the unprofitable programs 
ol CUktU 

Quaal pointed to .hi example trom 

WGN'i experience We aired tor tour 
n the distinguished (<>.,..' \l 

I he highest rating we 
ever had. in prime time, was ■ 4 5 — 
m\<\ we never received as much 
I I2lh . Ilt-of-pocket expel 

in return from advertisers locally. We 
hope to get our money back 
penovi o\ yean through on 

— largely overseas. 1 II ot our 

minority audien< 
we received not as much as live let- 
ters one season. 22 letters another - 
son. ..nd 40 a not In 

fie I the airline which - 
the show one a hen approacl 

the foUowii 

w ard, it was -how. m the p 

lie interest. But if I had one lette 

pie and 

*F 20, 1964 


Food, grocery products put $350.1 million in tv 
to lead all advertising classifications for '63 

New York — Twenty-two product 
classes increased tv expenditures last 
year, and 8 advertisers are among top 
100 for first time in TVB's common 
classification report of estimated 
gross time sales for 1963. 

Dollar-wise, groups were again led 
by food and grocery products, up 
10.6 percent to $350.1 million total, 
with other leaders: cosmetics-toiletries, 
up 15.8 percent to $189.7 million; 
drug products, up 14.7 percent to 
$177.9 million; tobacco products-sup- 
plies, up 13.2 percent to $134.3 mil- 

Largest percentage increases were 
for transportation and travel, up 88.1 
percent to 14.9 million; garden sup- 
plies, up 78.4 percent to $2.4 mil- 
lion; stationery-office equipment, up 
69.3 percent to $3.6 million. 

Eight advertisers on list for first 
time since its 1958 inception are: 
American Cyananid, Shulton, Amer- 
ican Motors, Sunbeam, General Cigar, 
Chrysler Dealers, Royal Crown, and 
Green Giant. 

Pointers-in-the-wind? Clothing-ac- 
cessories, up 52.2 percent, and amuse- 
ments, up 56.8 percent — large in- 
creases, though dollar-expenditures 

Henry urges more programing 
geared to teen audiences 

New York — Always careful to avoid 
the heavy-handed "Vast Wasteland"- 
accusations of his predecessor, FCC 
chrmn E. William Henry gingerly 
suggested in an on-air appearance yes- 
terday (19th) that broadcasters could 
and should do more in the area of 
teen-appeal programing. 

Questioned by two teen-age science 
students, Eric Sundberg and Barbara 
Tepper, on ABC-TV's Science All- 
Stars, Henry noted that programs par- 
ticularly for adolescents "are con- 
spicuous by their absence, except 
for the limited kind that I've usually 
seen of the teenage dance party. I 
think for young people tv could do 
much more than it does now. I think 
this is one area where perhaps as 
much improvement can be made as 
in any other." Suggesting that ex-teen- 
agers write their local stations and let 
them know they're interested in "bet- 
ter tv service," Henry also touched on 
science programing, said stations are 
doing some work in this area but 
"could well do more." 

Honeywell sponsors the program, 
which was pre-taped at the NAB 
convention in Chicago and was one 
of Henry's rare video appearances. 

were relatively low. Pet products spent 
$2.5 million more on tv than clothing 
advertisers. Nine categories cut tv 
investments, notably household fur- 
nishings group (down 24.8 percent to 
$5.5 million), as well as sporting 
goods-toys, radio-tv set manufactur- 
ers, and watch-jewelry advertisers, all 
down about 19 percent. 

Natl, religious group urges 
denying 2 Southern Stations 

New York — Jackson, Miss, tv 
stations WLBT and WJTV (both up 
for license renewal) have been 
charged with anti-Negro bias, over 
commercialization, and failure to 
provide adequate public service pro- 
graming, in petition asking FCC to 
deny new licenses to both outlets, filed 
by United Church of Christ, national 
religious group. 

Charges stem from continuous 
monitoring of programs from Mar. 1- 
7, according to Rev. Dr. Everett C. 
Parker, director of office of com- 
munications for church organization. 

Specific charges are: discrimina- 
tion against Negroes in news broad- 
casts, in presentation of "controver- 
sial issues," in failure to use Negro 
talent, and to announce Negro com- 
munity affairs; lack of sufficient 
public affairs programing; and ex- 
cessive commercial announcements, 
resulting in failure "to serve the 
public interest, convenience and 

NAB's Taylor says better programs 
could boost radio revenue by 50% 

Albuquerque — NAB radio v. p. 
Sherril W. Taylor says radio broad- 
casters could increase revenues by 
50 percent by developing more crea- 
tive programing which would appeal 
to larger segment of potential audi- 
ence. He told New Mexico Broad- 
casters Assn. here that despite "gen- 
eral up-beat feeling in radio today," 
he detects an "inexplicable lethargy" 
on part of far too many radio broad- 

"This lethargy," he said, "stems 
from areas relating to programing, 
rather than sales, for in all too many 
cases, salesmanship has been better 
than the product. Even so, the radio 
industry should be grossing 50 per- 
cent more in advertising dollars, and 
the reason we are not is not a lack 
of sales effort, but a partial lack of 
universal creative courage in areas of 
programing which would appeal to a 
larger segment of the audience." 

Todd Storz, 39, dies 
suddenly in Florida 

Omaha, Neb. — Services too 
place here on Apr. 16 for Tod 
Storz, 39, president of Storz Bn 
casting, which operates WDG 
Minneapolis; WHB Kansas Cit 
Mo.; WTIX New Orleans; WQAf| 
Miami; KOMA Oklahoma Cit' 
and KXOK St. Louis. Storz die 
of an apparent cerebral hemorrhaj 
while at his home in Miami Beac 
Apr. 13. 

Generally acknowledged in th 
broadcast industry as the majc 
force in establishing "formula" - 
or top 40 — radio, his first mo\ 
in that area came in 1949 wit 
KOWH Omaha, 500 watt da} 
timer purchased that year (alon 
with KOAD-FM) by a corporalio 
he set up with his father, Robe 
H. Storz, in his native city. 

Storz' second broadcast tran 
action came in 1953, the purcha> 
of WTIX, which was followed b 
the acquisition of the other st; 
tions in his group. His last st; 
tion buy was KXOK, in 1960. I 
between, he sold his first outle 

Survivors include his wife, Lor 
a daughter, Lynn; two sons, Robe: 
and Bradley; his parents; and 

FCC starts looking intc 
licensees' CATV links 

Washington — Planned takeover 
H&B Microwave Corp., CATV op 
ation with 37 systems in 12 stat 
by RKO subsidiary Video Indepei 
ent Theaters, has prompted FCC 
look into all aspects of licencees' ov 
ership of community antenna syster 
It's called for available informati 
and opinion by June 19. 

Whole question of CATV's role 
the future of free tv — including mu 
pic ownership rules, the possibilit 
of far-flung programing compel 
with local stations, and monopoli> 
consequences opposed to the put 
interest — has been many months bre 
ing. It foamed up at the NAB a 
vention when FCC Chmn. E. Willi 
Henry warned that CATV service 
1.2 million homes has accustoir 
America to think in terms of subscr 
tion tv. 

Hovering on the horizon, but i 
mentioned in this proceeding. ■ 
sensitive matter of the LBJ (trust 
held) one Austin tv station KTBCT 
and its option to buv 50 percent 
Capital Cable, an all-wire CATV op 
atins in Austin. 













Convinced? Contact your McGavran Guild rep. or call Area Code 301 -467-3000. 

April 20 1964 

President and Publisher 

Executive Vice President 




Managing Editor 


Special Projects Editor 

Senior Editor 

Associate Editors 

Editorial Assistant 

Contributing Editor 


Washington News Bureau 

Field Editors 

ALEX ORR (East) 

DON HEDMAN (Midwest) 

Regional Correspondents 
JAMES A. WEBER (Chicago) 
SHEILA HARRIS (San Francisco) 
FRANK P. MODEL (Boston) 
LOU DOUTHAT (Cincinnati) 


Production Manager 

Editorial Production 

Advertising Production 



New York 



Los Angeles 

San Francisco 


Editorial Director 

Production Director 

Circulation Director 

Data Processing Manager 

Advertising Promotion 

Circulation Promotion 










APRIL 20, 196 

Vol. 18, No. ] 


Anatomy of a $15,000,000 beer campaign 
Nine week campaign uses tv, radio spots to boost beer sales 

Advertisers still get breaks in Canadian broadcasting 

Increased demand for tv time forecast at Canadian 
Assn. of Broadcasters meeting 


France sent Raphael 

Gallic grapes and soil, plus Julius Wile Sons' know-how brings 

"new" aperitif to U. S. cocktailers 


What new IBM System 360 means to advertising agencie 

As cost goes down, efficiency increases — making possible broader 
agency use of computers than ever before 

Minimum research standards set for maximum results 

As another step in industry self -regulation, BRC probes heart of 
program ratings by pointing out valid way to research 


FM is a muscle medium 

Buyers and sellers alike must realize radio is a dynamically growin 
sales force, not a rarefied type of advertising 


Bright future for dark horses 

ARB says not all top 10 are mass-appeal laugh shows; some w7 
because they supply no-comedy to the discriminating 


The forgotten 51st market 

How to do business — profitably — // your radio outlet is in a mediun 
or small community 


Ultra-identification not good, says spokesman 

Veteran air personality Bob Emerick takes a look at fall trends ii 
commercials, sees more "direct sell" 

Publisher's Report 1( 

Week in Washington 5'. 

Sponsor-Scope ■ < 

555 Fifth i: 




Commercial Critique 


Friday at Five 


National File 


SPONSORU Combined with TV, U.S. Radio, U.S. FM 11 s is published weekly by Moore P 
Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISINC 
HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-80*1 
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St., San Francisco, Calif., 94108. Area Code 415 YU 1 8913. SUBSCRIPTIONS: U.S., its posses' 
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scription information write SPONSOR, Subscription Service Department, Ojibway Buildinflj 
Dululh, Minnesota, 55802. Application to mail at the second class rate pending at Dulurtij 
Minnesota. Copyright 1964 by Moore Publishing Co., Inc. 


Depth Quality 
Study of 1,000 adults 
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Executive, Proprietor 



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Own Homes 
$25,000 or over 







7 or more trips per year 



- •> , • ■•L-e- . *.— •.-«* 

Own 1 or more cars 
Average cars per home 
1960 or newer 
1959 or older 

1 27 






or detailed information, call your Katz representative 

puree. November-December 196? PULS£ survey 

I jdience-size data used herein is based on the sources indicated, 
is subject to the limitations on its accuracy inherent m the method 
••d. and shou'd be c 


II us 









ll AGA-TI 







<\ 20 1964 


lybj) was a year of innovation. The "new ABC" was' 
success. Seven of its new shows will be back this fall. Tha 
half the new shows we programmed. (Not even Ty Col 
hit .500.) 

Almost all of our returning shows are having their be 
years ever. And that includes such long-time favorites 
Donna Reed and Ozzie &: Harriet. 

Current ratings show ABC in its best competitive po 
tion of the season — with 20 half hours delivering 10 m 
lion or more Average Audience homes — and half again 
many programs in the Nielsen Top Forty as another n( 
work competitor. 

Our new shows are playing a large part in this gai 
The Fugitive has joined the ranks of television's all-tin 
greats. Patty Duke has run off with a remarkable share 
the young audience. Outer Limits and Burke's Law ha - 
become popular viewing habits. So have Farmer's Daug 
ter, Jimmy Dean and Hollywood Palace. All of these nc 
shows will be back next year — an amazing 50 per cent 
the shows that made ABC "new" this season. 

ABC made news in news this year, too. Howard I 
Smith and Edward P Morgan, paired for the New Ham 
shire primary, were hailed by critics as the hot new ne\ 

Former President Dwight D. Eisenhower, Senato 
Hubert H. Humphrey and Sam J. Ervin, Jr., were sigm 
to augment ABC's political convention coverage. 

In sports, ABC's Winter Olympics coverage reached I 
million different homes — more than two-thirds of all U. 
television homes in a two-week period. ABC will contilH 
its Olympic coverage during the trials this summer. 

Now, ABC is on the move— with a stable base of prow 
entertainment on which next fall's schedule is built 

Sources: NTl Feb.-Mar. 1964 Average Audience, regular progra 
Winter Olympics Nielsen special analysis, 2 weeks ending Feb. 11, IS 





F( )R AN ENC( )RE? 

I ./()-» will be a year ol opportunity. 1 his fall's ABC 
m !u dull' has real roots. Our ratio ol new show-, is de< reas 
mi; while thai ol the othei networks is increasing. 

We've got momentum. Ever) single one ol this year's 
tituation comedies will be l>a<k nexl season. So will long- 
run favoi iics like Ben Case) , Wagon [rain and Lawrence 

We've goi .1 schedule lull ol new Peyton Place 
.\ill be the tnst serialized drama evei t<> appeal in prime 
ime. Jonny Quest will introduce a new kind ol animated 
idventure. The Add. mis Family will bring Charles 
Vddams' famous cartoon characters to life. Bing Crosb) 
.wll appeal in his first continuing series. Bewitched, <>nr 
)i the most sought after properties of the new season, will 
k- treating viewers to contemporary Witchcraft on Al'>( 
rhere will be seven Dinah Shore s|>e< ials— both night 
une and daytime. Walter Brennan will he hack with a 
iew show. Broadside and No Time foi Sergeants are two 
Hire-fire new comedies. There will be exciting adventure 
n a unique setting on Voyage to the Bottom ol the Sea. 
nispenscful drama on 12 O'clock High. Mickey Rooney 
•■ill Nt.u in a new family situation comedy. And George 
Winis ami his 1 114.11 return to television in Wend) and Me 

We're not alone in sensing an exciting \rai foi ABC. 

We've 1401 an unprecedented list ol new and retui ning 
nsors with us, with names representing the entire 

ilphabet of top American advertisers. \ml the list con 

miles to grow. 

l'> sum up. We have stability -based on proven entei 

ainment and momentum— prodded on l>\ exciting ne%» 


We can't wait until sou seeoui encore I 

\BC Television Network @ 

Ap'IO 1964 



buy WNBC-TV. Top names in the 
food business know it's the most 
efficient means of garnishing the 
tables of discerning New York 
consumers. Among the czars: 

Del Monte 

Progresso Foods 

Foods International 

Green Giant Co. 

Campbell Soup Co. 

General Mills 


Pepperidge Farms 

Kellogg Co. 

General Foods Corp. 

Quality Bakers of America 

National Dairy Corp. 

Levy's Bread 

Holland House Coffee 

Dugan Bros. Inc. Bakers 

Romanoff Foods 

Take a tip from the food czars: 
whatever product or service you 
sell, feed more power into your 
selling on WNBC-TV! 





Todd Storz was a PARADOX. He had a quiet modest manner. But he bur 
across the radio firmament with the dazzling impact and speed of soun 

He ventured into radio in 1949 when hundreds of radio owners we 
quaking in their boots with the advent of television. 

He stayed with radio. If he ever gave thought to buying into telcvisi 
I never heard of it. He started with KOWH, a 500 watter in Omaha, h 
home town, and added stations in New Orleans, Kansas City, Minncapoli 
St. Paul, Miami, Oklahoma City and St. Louis. 

At the time of his death last week, at the age of 39, he still owned 
but the first of these stations. And he made millions with them. 

He established headquarters in Miami and ran his stations with 
help of his dynamic executive vice president in Kansas City, George (Bu 
Armstrong, and a loyal group of long-time associates. 

But first and foremost he established a new kind of radio — form, 
radio. His radio was based on fast pace, on quality control, on hit tune 
on snappy disc jockeys, and on big gobs of promotion. 

I always felt that his emphasis on promotion and advertising stem 
from his kinship in the Storz Brewing Company which, like all brewerii 
used them as essential ingredients. 

He helped glorify the dj. His disk jockey conventions were, like e\e 
thing Todd did, prime examples of organization and promotion. But he fi 
a cropper at his Miami Beach Convention through no fault of his own. 
ceived a bad press, and never held another. When he moved to Miami. 
removed himself from industry sight and was seldom seen thereafter. 

But his stations pushed on. gathering strength. And the Storz genii 
was evident behind-the-scenes. 

In the meantime hundreds of other stations tried to follow the Sto 
techniques. Storz-traincd men were among the most sought-after in the 
dustry. But most stations found it difficult to duplicate the recipe. 

Word has gone out to the Storz Stations that there will be no chang 
in ownership, management, or policy. His father. Robert H. Storz. was witl 
him in ownership. Perhaps the industry will be hearing from Storz Senio 
in the days to come. 

* * * 

This is the year of color. 

The April 13 issue of SPONSOR is loaded with assorted informatioi 
about tv color. We didn't seek it out. It's coming to us. 

I note that the EIA reports that 90.850 color t\ sets were produco 
during February. That means that well over 1.000.000 will be built this yeai 

At the NAB convention syndicators reported that color interest was .. 
the boiling point. RCA and other equipment manufacturers sa\ the same. 

Color broadcasts are multiplying. 

But the crowning touch! I turned on my color set for the first Mel 
Phillies baseball game of the season last night and — surprise — got livim 
color. 1 understand I'll be getting them all season. 

Now I know that General Sarnoff has done it again. 





Y t A li - 11 U U INI U good living, good business 

We have seasons, but they are relatively 
mild, without the harsh extremes that often 
disrupt business elsewhere. This means year- 
round high-level spending, with a diversi- 
fied economy, as a center for government 

business, recreation, education, and indus- 
try. Few stat ; ons, we are told, dominate 
their markets as do we in WCTV-land, but 
you probably have your own figures to prove 






"I 20, 1964 


"When copy unacceptable under 
our standards is acceptable in other 
media, our job is all the tougher." 
That's the essence of what Code 
Authority director of the NAB, 
Howard H. Bell, told members and 
guests of the Poor Richard Club in 
Philadelphia last week. 
But he said more. 
"I urge our colleagues in the 
print media to join with us in this 
endeavor, to urge the advertising 
community to accept what we have 
set out to achieve and to work with 
us, as many agencies and adver- 
tisers are doing at the present 
time," he said. 

While the type tyros who heard 
him were not likely to react like 
kids caught with their hands in the 
cookie jar, I'm sure that his mes- 
sage was understood, particularly 
that "it's not really a question of 
whether one medium is licensed and 
another is not." 

Like a modern John Donne, Bell 
was tolling a message for all the 
"thees" in the advertising firma- 
ment . . . "Contrary to the belief 
of some, no medium is impervious 
to the hand of government. 

Nor is it concern for the govern- 
ment meddling alone. The best self 
interest in advertising should hear 
clearly his call to "share a com- 
mon role to serve the public's inter- 
est and declare ourselves for indus- 
try-wide professional standards to 
protect the public's confidence. To 
destroy that confidence is to under- 
mine advertising's effectiveness 
wherever it appears." 

Rather than just plead for the 
cause, SPONSOR has begun to look 
and listen for specifics to spotlight. 
We'll pin them down for you as we 
find them. It will be particularly in- 
teresting to report on what the 
A.A.A.A. research on the consumer 
judgment of advertising will reveal. 
;it the end of the month. 

555 FIFTH 



WBT sales repeat? 

We are the national advertising 
agency for National All-Jersey and 
The American Jersey Cattle club. 
They have asked me to contact you 
for permission to reprint in their 
publication, Jersey Journal, your 
feature, "WBT milks a good sales 
gimmick," in the March 23 issue of 
sponsor. They would, of course, 
credit the article to your pub- 

Owen Carroll 

Byer & Bowman Advertising 
Columbus, Ohio 

Happy to oblige — Ed. 

"Real Issue" Touched 

Since the release of the govern- 
ment report on smoking, many 
thousands of words have been writ- 
ten and spoken on the subject. But 
we at WXLW Indianapolis felt 
that in many cases the real issue 
was never touched upon. There- 
fore, we prepared an editorial on 
the subject, which we thought was 
one way in which broadcasters 
could aid their audiences. 

We told the public: "At this very 
time, the FTC is studying methods 
of controlling the advertising of 
cigarettes. The advertising profes- 
sion is exploring new ways of pre- 
senting the product. The tobacco 
industry is spending thousands of 
dollars in research in an effort to 
answer the results of the report on 
smoking. The NAB Radio and Tv 
Code Boards are hammering out 
new controls because proposed 
guidlines are 'not adequate to meet 
the need.' 

"All of this activity and addi- 
tional restriction because of a gov- 
ernment report! 

"Has anyone ever written a go\- 
ernment report on the abuses of 
the automobile in America? Has 
anyone made an effort to label all 
automobile advertising as an imple- 
ment that could injure and possi- 
bly destroy the careless user' Whal 
docs the FTC say about such label- 


ing and restriction in automobile 
advertising and promotion? How 
many more Americans were maim- 
ed or killed each calendar year ir ij 
abuses of driving as compared tcjj 
smoking? What will the Radio anclj 
Tv Code Boards do with this much 
more deadly problem? 

"Someplace in the American 
scheme of things there was, at one 
time, the right and privilege oi 
freedom of choice. 

"Somewhere at the beginning ol 
man's choice the word Freedom 
was born. It originally came from 
the contraction of a phrase — 
Free to choose one's doom. What- 
ever happened to Freedom?" 

Robert D. Enoch 

President WXLW 
Indianapolis, hid. 

Costs & controls 

As old subscribers to your spun 
sor magazine, we will be grateful 
to you for the following informa- 

We are interested in buying the 
latest out or considered best book 
or publication dealing with Costs 
and Control of Operations in a tv 
radio station and network. 

Kindly give us the name of such 
a book with its publisher's name 
and address, for us to order it. 

Carlos Touchc 

Telesistema Mcxicano, 
Mexico City. Mexico 

NAB, RAB, network libraries and 
the New York public library sug- t 
gest these possibilities: The first 
(overs accounting procedures only. 
while the second pertains to general 

Ogden, Warde B.: The TV Busi- 
ness: Accounting Problems of a 
drouth Industry. Ronald Tress,\ 
N. Y., 1961. $6. (The author is a 
partner in the widely known ac- 
counting firm of Trice Waterhouse.) 

Reinsch. J. Leonard and Ellis, 
Elmo: Radio Station Management. 
Harper. V. Y., 2nd revised edition. 
1960. $6.50. 



Ml sorts of things. Mainly, the friendly things that happen on the KPRC-TV screen 

RIENDLY? And then some! Everybody in the KPRC-TV family knows just how to make 
elevision fun for you. Unexpected little pleasures pop up all along the way. Real color 
it station breaks. Your own personal merchandising. Many other welcome touches. 

S IT FAST 7 RESULTFUL? Well, KPRC-TV cruises at a little more than 18 hours every 
tay. And every hour produces high-flying sales. Availabilities free, too. And 
ocal participation announcements custom-contoured. 

VHEN CAN I GO? Anytime. Make reservations now and— Whoosh! Go! On the 
<PRC-TV Ch. 2. See your Edward Petry man (professionals plan better 
.ales trips) or contact KPRC-TV, Royal Houston, Texas Television. 


aril 20 1964 




Financial Public Relations Assn., 
South Central regional meeting, Brown 
Palace Hotel, Denver (20). 

Associated Press, annual meeting, 
President Johnson to speak, Waldorf- 
Astoria, N. Y. (20). 

Society of Typographic Arts, first 
annual Trademarks/ USA national re- 
trospective exhihition of American 
trademarks, symbols, and logotypes, 
Marina Towers, Chicago (opens 20). 

Sales & Marketing Executives of 
Greater Boston, luncheon meeting. 
Somerset Hotel (21). 

National Academy of Recording 
Arts and Sciences, third annual sym- 
posium in association with Bureau of 
Conferences and Institutes of N.Y. 
University's Division of General Edu- 
cation, titled "Recording and Music: 
Culture, Commerce, and Technology," 
at Hotel Lancaster, N.Y. (to 22). 

Television Bureau of Advertising, 
annual spring board of directors meet- 
ing, Greenbrier, White Sulphur 
Springs, W. Va. (22-23). 

American Assn. of Advertising 
Agencies, annual national meeting, 
The Greenbrier, White Sulphur 
Springs, W. Va. (23-25). 

Advertising Federation of America, 
fourth district convention, Tampa, Fla. 

Pennsylvania AP Broadcasters 
Assn., annual meeting, Boiling Springs, 

Advertising Club of N.Y., 14th an- 
nual Inside Advertising Week for col- 
lege seniors, Biltmore Hotel, N.Y. 
(to 25). 

Georgia AP Broadcasters' Assn., 
annual meeting, Atlanta (25). 

Affiliated Advertising Agencies Net- 
work, annual meeting, Andrew John- 
son Hotel, Knoxville, Tenn. (26-May 

Wometco Enterprises, annual stock- 
holders' meeting. Forest Hills Theatre, 
Forest Hills, N. Y. and at World's 
Fair (27). 

Assn. of Canadian Advertisers, an- 
nual conference, Royal York Hotel, 
Toronto (27-29). 

Mutual Affiliates Advisory Com- 
mittee, executive committee meeting 
at I. as Vegas (27-28), followed by 
regular session (29-30). 

Society of Photographic Scientists 
& Engineers, 1964 international con- 
ference, Hotel Americana, N.Y. (27- 
May 1). 

Dallas/Southwest Industrial Trade 
lair. Stale Fair Park. Dallas (28-1). 

Station Representatives Assn., 1964 
Silver Nail-Gold Key Awards, Wal- 
dorf-Astoria. N. Y. (28). 

American Film Festival, sixth an- 
nual by Educational Film Library 
Assn.. 16mm competition. Hotel Bilt- 
more, N. Y. (20-May 2). 

American Women in Radio & Tele- 

vision, 1 3th annual convention, Mayo 
Hotel, Tulsa (30-May 3). 

American Marketing Assn., New 

York Chapter's second annual new 
products conference, Hotel Delmonico, 
N.Y. (30). 


Southern California Broadcasters 
Assn. — University of Southern Cali- 
fornia's joint third annual Radio Sem- 
inar, USC campus (1). 

Kansas Assn. of Radio Broadcast- 
ers, annual convention, Lassen Hotel, 
Wichita (1-2). 

Kentucky Broadcasters Assn., spring 
convention, Louisville Sheraton Hotel 

Missouri Broadcasters Assn., annual 
meeting, Columbia (5-6). 

CBS-TV, annual conference of net- 
work and affiliate executives, New 
York Hilton (5-6). 

Electronic Industries Assn., work- 
shop on maintainability of electronic 
equipment. Sheraton-Jefferson Hotel, 
St. Louis (5-7). 

Greater Augusta Advertising Club, 
annual election meeting, Downtowner 
Motel, (7)). 

Montana AP Broadcasters Assn., 
session at Lewiston (7). 

California AP Radio-TV Assn., an- 
nual convention, San Jose (8-10). 

California AP Radio-TV Assn., 
session at Hyatt House, San Jose (9). 

Indiana AP Radio-TV Assn., ses- 
sion at Indianapolis (9). 

Pennsylvania Assn. of Broadcasters, 
annual meeting, The Inn, Buck Hill 
Falls (10-12). 

National Retail Merchants Assn., 
sales promotion division convention, 
Hotel Americana, N. Y. (10-13). 

Direct Mail Advertising Assn., di- 
rect mail institute, University of Con- 
necticut, Storrs, Conn. (10-15). Mail 
order seminar, Statler Hotel, Boston 

Assn. of National Advertisers, ses- 
sion at Waldorf-Astoria, N. Y. (11- 

Sales Promotion Executives Assn., 
seventh annual conference, Astor 
Hotel, N. Y. (11-13). 

National Academy of Recording 
Arts & Sciences, dinners for Grammy 
Award winners, simultaneously held 
by its chapters in New York, Los An- 
geles, and Chicago (12). 

Chicago Federated Advertising 
Club, 22nd annual advertising awards 
presentation and dinner. Palmer 
House (13). 

American TV Commercials Fes- 
tival, fifth annual awards luncheon, 
Waldorf-Astoria (15). 

Sales & Marketing Executives-Intl., 
convention. Palmer House, Chicago 

Ohio Assn. of Broadcasters, spring 

convention, Commodore Perry Hotel, 
Toledo (21-22). 

Alabama Broadcasters Assn., spring 
convention, Broadwater Beach Hotel, 
Biloxi, Miss. (21-23). 

Association of Broadcasting Execu- 
tives of Texas, annual awards ban- 
quet. Dallas (22). 

Louisiana-Mississippi AP Broad- 
casters Assn., annual convention, 
Jackson, Miss. (22-24). 

Emmy Awards 1 6th annual telecast, 
Music Hall, Texas Pavilion, New York 
World's Fair, and the Palladium, Hol- 
lywood (25). 

Catholic Press Assn., convention, 
Penn-Sheraton, Pittsburgh (25-29). 

Art Directors Club of N.Y., awards 
luncheon, Americana Hotel (26). 

Visual Communications Conference 
(Art Directors Club of N. Y.), New 
York Hilton (27-28). 

American Research Merchandising 
Institute, Del Coronado, San Diego, 
(31 -June 6). 


Intl. Radio & Tv Society, lirsi 
Legion of Honor presentation din- 
ner, at Waldorf-Astoria, N.Y. (4). 

Advertising Federation of Amer- 
ica, 60th annual convention. Chase- 
Park Plaza Hotel. St. Louis (7-10). 

International Advertising Assn., 
1 6th annual world congress, Waldorf- 
Astoria, N. Y. (7-10). 

American Academy of Advertising, 
annual convention, Chase-Park Hotel, 
St. Louis (7-10). 

Special Libraries Assn., 55th con- 
vention of advertising and publishing 
divisions. Sheraton-Jefferson Hotel, St. 
Louis (7-11). 

Mutual Advertising Agency Net- 
work, national business meeting. Bis- 
marck Hotel. Chicago (11-13). 

Georgia Assn. of Broadcasters. 29th 
annual summer convention, Callaway 
Gardens. Ga. (13-16). 

American Marketing Assn., 47th 
national conference. Sheraton Hotel, 
Dallas (15-19). 

Federation of Canadian Advertis- 
ing & Sales Clubs, 17th annual con- 
ference. Nova Scotian Hotel. Halifax. 
N.S. (18-21). 

National Advertising Agency Net- 
work, 1964 management conference. 
Far Horizons Hotel. Sarasota. Fla. 

Transamerica Advertising Agencj 
Network, annual meeting, N. ^ . (23- 

National Editorial Assn., annual 
convention. Hotel Commodore, N. Y. 

\ssn. of Industrial Advertisers. 
42nd annual conference, Sheraton 
Hotel. Philadelphia (28-July 1). 

First Advertising Agency Network. 
annual convention, Boyne Mountain 
I odge, Boyne Falls. Mich. (28-July 3). 




Why does everyone pick on tv? 

H\ Thomas Knitch, 
I >te, ( one ^ Belding 

■often find myself defending tele- 
I vision advertising, even though 
I agree thai it could and should be 
improved. Alter all, advertising is 
much like that in an) other medium: 
some good, some bad, and a hellov- 
alot inbetween. 

I e \ ision commercials li a \ e 
made tremendous strides in the last 
ten or twelve years. From the stand- 
up, on-camera pitchman (which is 
still hard to beat in some instances) 
\se have arrived at an exciting era 
of creative innovations on film and 
videotape. Videotape started as a 
mere imitation of live commercial 
techniques, with an added safet) 
factor — make an error and you can 
re-do it. again and again it neces- 
sary lodav techniques in tape 
lave greatly advanced. Tape can 
now be edited, can be used on loca- 
tion shooting, can even be used to 
create a form of animation 

This taped animation panes an- 
other point in television's emerging 
influence. No longer is animation 
limited to funnj little cartoon 
pharacters who sing and dance Now 
|WC can blend graphics, still photos, 
md live action for interesting new 
fleets. Phis is strictly a product 
if t\. yel you'll find this same 
ipproach being used today in other 
ireas Motion pictures, for example, 
ire using it for fresh, new title e\e- 
'utions And if you've seen the re- 
ent splendid film lorn Jones. I'm 
tun you recognized some technical 
ighlights that are television-bred. 

I took special care one night to 
nonitor t\ commercials. Perhaps 

was .in exceptionally good even- 
is. for I saw little that was dis- 
isteful. In the span of about three 
ours 1 viewed these commercials: 

Four airlines commercials. All 

s'll done, all with a strong sales 

message. In fact, one oi the tour. 

extolling the beauties ol Britain. 

was downright marvelous! Fine 
photograph) and a good musical 

score created a mood and atmos- 
phere that I hated to see end 

/u<< soft drink commercials. 
Both handsome!) finished, both 

ated an exciting visual mi 
yel the) were distinguished <. 

full) from each other. 
One automobile commercial. 1 

disagreed with the advertising ap 

proach, found il pretentious, ex- 
tremel) loud, and lacking in an) 
real sales message. But it was beau- 
tifully photographed and profession- 
all) executed. Perhaps it did reach 
the audience for which it was in- 
tended. I'm not that audience 

One cigarette commercial. An in- 
teresting blend of graphics, tight 
close-ups. and live photography, 


P^BM^fl PV • 

\M tB 


/ 1 mas Kmii h. groui 

tor at i I tie » 
entered the advertisim 
animation in I95i 
l m, mnl Lars Call 

ilm UOOS II X It 
in ' I tV nrl it. 

both in Philadelphia ■ 

II. .. * 
J n 

joined 1 ( \li -■ 1961. t 
J paintii 

x ) 
Lot i 


// u man 






Beldi ■ 

' /• i 


) -rk. 

ha i 


• X J. 

1 > 

20, 1964 

plus a pleasant mu N 

little "sell " involved, but th 

was pleasant and a OJCC rcmin 

ol the product 

One lix'il i \ tually, 

this was lor a foil wrap It was m- 

formative, but not very visuall) 

citing I was disappointed because 

I have recent!) seen some i 

mouth-watering food photograph) 

foi television. Iv can be used to 
ite a powerful appetite apj 

through the use ol tight close-ups. 
combined with food preparation. 

serving suggestions, i 

i ommerx ial. Bright, 

taste appealing, and memorable 

\| j be it was an unusuall) . 
night. But I did see a lot ol qua 

a lot ol creative thinking, and ( 

tainl) a lot oi effort thai does nol 
deserve the criticism tv advertising 

has been getting 

\v for the amount ol advertising 

on t\. I thai it should be cut 

down. I agree that it could be more 

careful!) positioned But, altho 
I have not been as. immenl 

on print advertising, how about 
those magazines? How man) I' 
you looked at latch that weren't 
three-quarters ( <r more advertisil 
Vnd newspapers how main really 
\:^od ads have \ou seen the-, 
from the classifu 

S \ 

can't afford commercials Vcn't 
you glad '" my answ N I'm 


I like working «>n tv I like com- 
bining sight and sound and mo' 

personal impact on the 
buying public \ lium 

can give us all thi - ith 

I v offers us a un q i< i pp 


product lv lei 

ence an unpra 

involvement with our pi 

I V ■ you sup; 
Kv ! \ ' ■ 



April 20, 1964 

Where are people 
ready to speak out 
against pay-tv? 

Opponents of pay television have apparently taken a vacation, at least from stand- 
point of making themselves heard. New York chapter of Academy of Television 
Arts & Sciences had to call off last week's (16th) planned panel discussion on "To 
Pay or Not to Pay," due to "lack of names willing to speak out" against pay-tv. 
Slated to have presented case for subscription tv were AFTRA exec secretary Don- 
ald F. Conaway and John L. Pinto, gen. mgr. of RKO General Phonevision Co., 
currently conducting pay-tv test in Hartford. Moderator was to have been Washing- 
ton Post tv editor Laurence Laurent. In calling off panel, chapter told members: 
"The forum has been postponed until further notice due to the unavailability at this 
time of guest panelists willing to speak against tollvision." 

BBC turns to Cuba 
in seeking source 
of program revenue 

Seems the British Broadcasting Corp. can't find enough buyers for its products in 
the free world. It has now ventured into Cuban market. BBC last week signed con- 
tract to sell to Cuban tv service 30 programs, including four feature films, a cultural 
series, and documentaries on travel, adventure, and research. Venture's in line with 
British government's policy on trade with Cuba. 

Colgate, Con. Cigar 
each put $8 million 
into ABC nighttime 

Colgate-Palmolive and Consolidated Cigar shape up as two of the biggest sup- 
porters of ABC-TV next season, with each reported to have earmarked nearly 
$8 million in the network's nighttime schedule. Colgate previously spent most of 
its web tv budget on NBC. Consolidated Cigar has been a prime user of ABC. 

Report on smoking 
boosted ad outlay 
by cigarette-makers 

Surgeon General's report on smoking, in addition to booming sales of regular and 
little-size cigars, also resulted in increased advertising expenditures from cigarette 
manuacturers hoping to offset report's effect. Among them, P. Lorillard Co. said 
its first-quarter advertising this year reached record levels. Company noted this 
was done "in the full knowledge that commitments of this magnitude would suffi- 
ciently affect our already-depressed earnings" for first three months of 64, which 
were "down substantially" from last year, along with sales. Lorillard President 
Morgan J. Cramer adds, however, "it has already been proved sound by . . 
increased sales in April.'" He points out company's sales reached "low point in 
February . . . turned upward in March . . . and so far in April are ahead of corre- 
sponding '63 period." Cramer also reported "gratifying gains" in sales of all of I 
company's non-cigarette products (smoking and chewing tobaccos), with sales of | 
its little cigars for '64 first quarter already exceeding category's sales for entire year 
of '63. In addition, he announced new filter-tip. king-size little cigar. Omega, goes 
on sale this week in Metropolitan N.Y. with distribution to follow in New England, 
the Midwest, West Coast, and then rest of U.S.; York Filters charcoal granule cigar- 
ette introduced in March is "doing nicely in its initial (test) markets;" York non- 
filters are being withdrawn; there are "no plans to relinquish" non-filter Old Gold 
Straights; ■'accelerated diversification investigations" are under way. 

face-to-face fight 
in tv marketplace 


Tv looms as battleground for new wrinkle-covering cosmetic field which, if it fol- 1 
lows classic case of all-purpose liquid cleaners, could mean millions more in ad 
revenue. Cleaner market, built b\ tv, didn't exist until late '50s. is now $100-| 
million business. Latest to enter wrinkle field is C'oty, which began tv push Apr. 
13 and will spend some SI million annually for product — 75% of it in spot tv. 
Helenc Curtis was first out. 






The first time on TV . . . 
Three of Hollywood's most enjoyable 
stars get fouled up in the hilarious 
hazards of homelife . . . exactly 
the kind of comedy-with-action 
your viewers love I 



555 Modnon Avenue Nrw f ^rk 22 N Y • Area Cod* 212 • 618 4700 

Apnl 20, 1964 


A pretty melody 
is like Florence 

Florenz Ziegfeld to Florence, South 
Carolina — glorifier to glorified! But 
Florence doesn't need glorification. 
Largest single-station market in the 
nation, Florence and WBTW 
go together like words and music. 


Florence, South Carolina 

Channel 13* Maximum power • Maximum i 
Represented nationally by Young Television C 

A Jefferson Standard Stal 

affiliated with 
WBT and WBTV, Chark 






Nine-week campaign includes 
tv, radio spots as principal stim- 
ulant to already-rising sales 

I nheuser-Busch, the St Louis brewing giant, ad- 

Ivertiscs its favorite Budweiser the "The King ol 

Assertively •staking out its claim to leadership, 

knheuser last Maj became the first I S. firm to sell 

than I million barrels of Ivor in one month as 

ueh .is its newest plant, to be opened in Houston 

i 1966, will be able to produce all year lone 

Obviously, Anheuser does things in a big way. 

And one ol its biggest right now is a nine-week. 

ng-size advertising campaign, entitled Pick a Pair 

hkh encourages the customer to buj two 6-packs 

Budweiser instead of one I his year, from M.u I 

rough the Fourth of July, when picnic- and home- 

irbecue fevers are mounting. Pick a Pair will make 

its mark on millions of shopping lists, thanks largcl) 

to Vnheuser's mammoth SIS-million effort 

Although budget details will be discussed in a sub- 
sequent article, it includes: 

Some 3.143 television spots on 163 markets, 
plus Johnny Carson's \H( M / n . SI 
markets, for well ovei 500 million consumer im 


* Another 77,917 radio spots with a lis) 
posure ol more than 2 billion, l" ; null: 

* Ads m seven national mag 
lion reader impressions 

S nty-nine newspapers with anothi ullii>n 


Ml 10 1964 


Normally, details of a $15-million advertising effort 
arc top secret. 

Anheuser-Busch finds that it gets extra mileage for 
its Budweiser beer campaigns, however, by sharing its 
strategy and goals. 

With both the advertiser and its agency, D'Arcy 
Advertising, agreeing to an "open-door, answer-all- 
q nest ions" policy, SPONSOR recently covered the 
two-day briefing for Bud's 1964 campaign. 

The two-part report that follows in this issue and 
next chronicles what SPONSOR saw, heard and asked. 
Although some SPONSOR questions fell into areas 
usually marked "sensitive," no questions were ducked. 

Here, then, is the blueprint of Budweiser 's 1964 
advertising approach. 

Brewery spokesmen call it "the 
greatest sales promotion in Amer- 
ica." And they may be right. 

The Pick a Pair campaign is a 
masterfully articulated marketing 
machine that leaves little — except 
the color of the customers' socks — 
to chance. It meshes sales, adver- 
tising, promotion, merchandising, 
wholesalers, retailers and media 
people into one huge cooperative 
effort. Everybody gets into the act, 
and everybody's welcome. 

Normally, a campaign of this 
magnitude is considered top secret. 
And to a point Anheuser-Busch is 
security-conscious, too. 

Nevertheless, the brewery invites 
media representatives to an annual 
get-together. And what happens 
there is unparalleled among na- 
tional advertisers. In a fast-moving, 
tell-all session, top Bud executives 
and leading officials from their 
agency, D'Arcy Advertising Co. of 
St. Louis, give guests the real in- 
side track on objectives, strategy 
and details. 


The objective of the Pick a Pair 

promotion is the same as in pre- 
vious years, but the over-all mes- 
sage that Anheuser is attempting 
to get across this year is more 
complicated than those o\' the past. 
Boiled down, it follows these words 
of John ('. Maeheea, D'Arcj vice 
president and account executive 


who. with A. J. Amendola, head of 
field marketing, directs the 8 reg- 
ional account executives: 

"We know Budweiser is a better 
beer. It is brewed from the finest 
ingredients available. Every ounce 
of it is naturally carbonated. And 
we still use the beechwood method 
of brewing, which is the time- 
honored, European way of making 
beer. We also know that it costs 
more money to brew Budweiser this 
way, and we proudly make such 
statements right on the label." 

Budweiser's emphasis, then, is on 
the product. With key phrases like 
"The label tells you why," con- 
sumers will be urged to read the 
label (which has been revised 
slightly to emphasize brewing meth- 

"That Bud — that's beer!" is the 
key theme this year, supported by 
'King of beers." "Only Budweiser 
and Michelob are beechwood aged." 
and "The label and the taste.'" 
Themes will be used interchangeably 
in all media and, says Maeheea, 
"anything we do in one medium 
will he reinforced by what we c\o in 
all the others. 


I he sales goal hasn't always been 
SO neatly put in place, however. 
When Pick a Pair started in 1957 
as Budweiser's effort to promote 
their best-selling package still far- 
ther. .Anheuser-Busch and its chief 

rival, Schlitz, were fighting for fir: 
place in the beer sweepstakes. Eac 
was rolling* out 6 million barrel 

In the following month, the tw 
battled it out, pretty much neck-tc' 

The Bud suggestion to buy doubl 
proved a click, however, and by th 
end of 1958 Anheuser had near! 
reached the 7-million mark, i 
Schlitz yielded sales and slipped t 
5,893.000 barrels. Last year, Ar 
heuser continued the forward tren 
it's followed ever since, selling 9 
397,224 barrels, by far the majc 
portion of which was Budweisc' 
(see chart I). 

It's also interesting to considi 
Bud sales in terms of calendar yeai' 
(see chart II). In the last 30 year 
for example, annual volume h; 
multiplied 15-fold, to rise from 
scant 607,000 barrels to an enoi' 
mous 9-million-plus. (The change i 
dollar volume has been even moi 
impressive — from Si 5 million t 1 
$343.5 million.) 

Sales growth was steady, if slov 
right up to World War II, wrier 
in 1941, activity pretty much levele 
off at the 3-miilion -barrel rate. Tf 
end of the war in 1945 resulted i 
slight backpacing as militan 
oriented consumption was channele 
back into civilian patterns. In fac 
it wasn't until several years late 
that sales were climbing steadi 
again and really exceeded 4 millio 
barrels a year. 

Then, in 1949, came commerci 
television. From 4 million barrel 
output jumped to 4.5 by yi 
end — then two years later to 5 
million. The foam was rising in tl 
stein and the company was me: 

While Anheuser's share-of-ma 
ket has changed impressively] 
market itself isn't that all ela 
however. Major sales increa 
come, not so much from totally ne 
to-beer consumers (the teen an 
college crowd, mostly) but 
competition's share (i.e., by w; 
ning steady customers over to voi 
label from some one else's). Th; 
makes for hot competition and busj 
ness can. as the\ sa\ . be tricky. 

W hile Anheuser isn't out to tig! 
a beer war by any means at all. it 
well aware of the need to establi 
— and maintain — identity in a sonr 
times fast-shifting market. And 
company officers are ever tempt 
to bask in the security of their cu 


.in leadership, all they need do 
is review histories >'i brew 
;ries ih. it have missed the advertis- 
mi and slipped into the quag 


Prcsidcnl and board chairman 

kugusi \ Busch, li . is himsell 

..unions "We have nevei made a 

>ractice of predicting the outcome 

>t the years ahead," he recently 

old stockholders. Nevertheless, the 

ompany's advertising finesse al- 

owed him to add, "We are confi- 

lent, however, ol oui ability to sell 

uir fine products in increasing 

unounts in the years ahead." I he 

ignificanl word, ol course, is "in 

ig " How Jo they manage it? 

sseiin.ilK through advertising 


\nd the key to ^nheuser's 
Mormons advertising impact is 

Budwciscr's theory is that "any 

promotion stands 01 falls al the 

icaJ level." We've said this m the 

ast, but we feel it bears repeating, 

company spokesman has e\- 
lained, adding, "Pick a Pair's suc- 
ess is due to main, manj people; 
ut a large share ol the credit 
tumid go to the radio ami t\ sta- 
ons that have put so much effort 
no helping us locally ." 

i i ike .1 quick look ni n 

portion «>i the mi dia i o< »p< ration 
thai was won during last y< 
i ampaign 

One station packed a pan ol 

■d looking Mvks into a paii ol 
empty Bud ^.uin. tied the cans to 
gethei with ribbon, Muffed a card 
in explaining the /'/<A u i\u> theme 
and delivered them to 16 local 
ccutivcs who controlled food and 

packatic-storc sales 

\ pan ol kej ^ases marked 

Ml and "\lis " uere sent 

In anothei station to the homes ol 
all local Mud salesmen, jusi to an 
nounce a contest i«'i theii m m « ' 
\ third station delivered lunch 

a cold can ol Hud. plus .1 ham 
Sandwich, packed in a basket with 
a led and white napkin to JO 

pivotal retailers. 

Vnothei broadcaster got his 
local laundry to use p/< / 
wrappers for newly ironed shuts 
Similar de-ins included matchbook 
covers in duplicate, double bottle 

cappers, dual pocket pencil holders. 
sets of coasters, salts and peppers 

\ not-so-botanically minded 

station manager booted pairs oi 

carnations lor delivery to Hud 

tailers with a note that began, l "i 

the sweet smell ol success . ." 

Placards and signs bloomed on 

ntcd bull. in. 

i and b downtO 

ben indott il > on 

top ol mobile iiiul | and bald hi 

Somi I \ tatii 
and 1 1 > 

motion ballops produced by Bud 
wei . ncy . all gussied up with 

Pici a Paii artwork < Kheri subtly 

echoed the theme In word.:: 

their / V Guide ads "Pick 
"i top Saturday night shows 

< )n the an promotion inclu 
contests to identify famous ^><n\ 
m history, prizes foi couples mat 
ing during the two-month promo 
tion, special welcomes to children 
(especially twins) born during the 
period, record-show plu ick- 

ing song-title duos and even con- 
tests foi picking a pan ol the hottest 
days good foi a cool drink ol 

\K nthly papers, jumbo cards, 

letters and sales bulletins and tTS 
intended folders went out in such 

volume across the nation that many 
a postman noticeably bent under 
his extra load. 

In Store promotions, besii 
the usual window and countei dis- 
plays, featured /'/. J | i tie-ins 
With other merchandise One - 
tion to supermarket mat 

"li you've overbought brooms, 

" nd ' l '' ivis '"^ representatives gathered in thi poolside patio followin r Florida 




Q. What's the average number of radio spots 
per market per week? 

A. This is extremely difficult to answer in that 
most of our radio is concentrated in approximately 
100 markets. Some schedules are 52 weeks . . . 
the shortest, for 13. However, using the figures 
available, we will have Budweiser radio for Pick 
a Pair in a total of 471 markets and an average 
of 21 spots per week. 

Q. For television? 

A. We will be in 163 markets and average 3 
spots a week. In addition, we'll average 3 per week 
on Johnny Carson over 182 stations. 

Q. What is expected from stations in the way of 
merchandising support? 

A. We have never in the past, and do not plan 
in the future, to make any demands from reps in the 
area of merchandising support. 

Q. Is anything specific expected? 

A. We have never considered merchandising 
superior to, or even equal to, the advertising 
value that we expect to get from a radio or tv 
station. If the station isn't a good solid advertising 
buy, it won't be on our schedule. 

Q. Is merchandising support voluntary? 

A. Most media people are smart enough to 
realize that we are partners in this enterprise and 
if a promotion is not a success all of us get hurt. 
With this in mind, they have given us an extra- 
ordinary amount of cooperation ... To put it 
simply, we have a job to do and have enlisted the 
voluntary help of our media friends . . . The re- 
sponse has been far beyond our expectation. 

Q. Can a station expect to stay on the schedule 
without giving merchandising support? 

A. We have never cancelled a schedule if a sta- 
tion was unable to contribute media support. 

Q. Are any media stronger in the 1964 media 
mix? Which? Why? 

A. We will continue to use a media mix rather 
than an all-put concentration on any one medium. 
We will, however, because of the nature of our 
1964 campaign, intensify the use of magazines, tv 
and radio. 

Q. What motivated specific changes in the 1964 
campaign from strategy, media and copy's stand- 
points? Please be specific. 

A. The reason for this intensification lies in the 
fact that the message we are attempting to get 
across this year is somewhat more involved and 
requires longer copy that we have been using in the 
past. Thus, the switch in the copy approach and 
intensification of those media that enable us to use 
longer copy. It is quite conceivable that once the 
basic story has been put across, we might again 
change our media mix. 

Q. Do print and billboard give as much mer- 
chandising, proportionately? 

A. Yes, with the exception of Life whose policy | 
prevents them from doing the same type of mer- 
chandising as the others. 

Q. How does advertising in various media link 
with one another? 

A. The same theme will be used in all media. 
and everything we do in any given medium will be 
reinforced by what we do in every other medium. 




The Beer Battle since Pick a Pair's first vear 








Annual sales in terms of 31-gaHon barrels 












Jos. Schlitz 













































Theo. Ilanim 









F. & M. Schaefer 



























Adolph Coon 









Luck] Lager 


















Drewrys Ltd., I S. \. 









('. Si 1 If 

1 .950.000 






1. 934.0(1 

mi! 1 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 




jresentatives attending the Budweisei media-merchandising session parade ih, 
met in the 1964 PICK i P MR promotion. 

ow's the tunc to double them up 
>r fast sale." In fact, to be succ- 
essful the promotion rcalK de- 
leods upon retailers selling other 
.ms by the pair, too. Double 
pies have been no helpful to one 
I uis liquor chain that it feat- 
rea PickaPair campaigns twi( 
bai I Ik- second one (which uses 
romotional material from the first) 
stialK occurs about the first ol the 

I he above are gimmicks selected 
>>m stations at random. Just con- 
dor the impetus that k II I - 1 V 
aba gave local beer sales all by 
self, however: Point-of-sale dis- 
lays in 122 stores, a front-page 
or) on its merchandising magazine 
hich is sent to 3.000 grocers and 
nailers, pocketliners for Bud route- 
en to give customers, a lawn part] 
k local Hud salesmen, in-person 
Wis to grocer) executives to deh\er 
ey-chains, tours b\ a circus 

Some time ago, Budweiser reor- 
ni/ed its marketing areas so that. 
I the most part, they relate to 
rritories covered by broadcasters 1 
tnals SPONSOR, Jan. 2. 

That obviously ties closer 
gether the efforts of broadcast 
vertising and their sales opera- 
ms in the same market. Results 

show in campaigns like Pick a Pair. 

Best ot all. the campaign tends 
to get bigger each year. 

WIL Radio St. Louis, this war 
proposed a number-guessing con 
test for Bud retailers and their 
employees (with prizes to be given 
in pairs), to place displavs m 40 
Ul' stores and 7 <"\ Sehnuck's 
"Super supers'" and to have twin 
girls make retail calls on kev out- 
lets. I he station also schedules 
other timet) promotions 

UNO's Mil ( I STOMER? 

( ,m a station expecl lt> sta) on 
the Hud schedule without giving 
merchandising support' I he qu 
Hon was submitted to ageOC) ■ 

president Macheca Ik might have 
ducked it. but he didn't. 

We have never m the past — 
and do nol plan in the future to 
make anv demands from reps m the 

area ot merchandising supports." he 


^ ear 

■ '"'i'!' ' III ■;■ ' ■ "I UlrT ,■■:"■ 'MO'-'r I M 'I'-: | 

(hart II: The ^nheuser-Boscfe Corporate Storj 


Nil salt 

Pre-tax ln< emu 

I amines 


6(17.51 1 

\ 15,949,833 

v 45-. 251 

s 325.52'* 








33.31 1,894 
















14. 614. 3-3 

|| -s'l 




12. "26. 620 

5,61 i 695 


3. MIS. 9(13 

IH4. 401. 828 





1 35.3(14.255 


I4. ; 



1 -''.4115.1(26 

2o. "26. 3 1 1 





34,877.91 1 

i '• 132344 




I" 2-4.'"<. 

16 i-: 


6.1 15. -62 






19,875,1 14 

1 1,62 



3(19. SIT. 214 

ln.s" >.sss 



9. 39". 224 

343. 58 1,74 1 

1- - ■ 

«\ 30. 1964 

Advertisers still get 

Canadian broadcasting 

Increased demand for tv time forecast 




spending millions to move mer- 
chandise from the U.S. north of the 
border picked up some clues on the 
near future of broadcasting adver- 
tising in Canada during the Ca- 
nadian Association of Broadcasters' 
recent convention at Quebec City. 

As at the simultaneous NAB con- 
vention in Chicago, more of what is 
pertinent to the advertiser and his 
agency went on in the hospitality 
suites, over breakfasts, lunches, din- 
ners and in the corridors than at 
the official meetings of the mem- 

With an agenda that could hardly 
justify mass attendance by agency 
men and a convention held too far 
from the advertising centers of cen- 
tral Canada, only a handful o\' the 
very faithful attended. 

The broadcasters were them- 
selves too occupied with the ma- 
chinery of an organization burdened 
with internal problems (including 
a permanent post as CAB head 
now rumored for its fourth-time 
elected president Dan Jamieson) to 
east any light on the broadcast ad- 
vertising problems of over com 
mereiali/ation: clutter: a license 
freeze (without which there would 



be further division of national ad- 
vertising dollars); ratings; piggy- 
backs; cigarette advertising; beer 
and wine advertising; Canadian 
content program quotas; pay-tv. 
The legislators and regulators 
charged with the chore of guiding 
the Canadian broadcast industry 
toward goals of national purpose, 
nevertheless declared what they 
foresaw for broadcasting and the 

According to Dr. Andrew Stew- 
art, chairman of the Board of 
Broadcast Governors, there is little 
chance that there will not be a re- 
duction in the allowable number of 
commercial tv minutes in spot car- 
rier programs. 

Action on a proposed amend- 
ment reducing those minutes from 
16 to 12 will probably come at the 
end of this month. Advertisers 
agencies and broadcasters (through 
the Consultative Committee on Pri- 
vate Broadcasting) were advised oi 
the "concern the Board felt about 
the commercial features of televi- 
sion during the peak winter period" 
before public hearings were held h\ 
the hoard. 

For the first time, this past win- 
ter, it was possible to assess the 

experience of maximum permissabk 
commercial content inserted — 
though limited to a few hours pei 
week — into programing on a rel 
atively small number of stations. 

'"With the normal growth of tru 
economy," predicts Dr. Stewart 
"there should be an increase in ifn 
demand for advertising time on tel- 
evision during the winter of 1954 
'65. And,"' he adds, "the Board i 
not prepared to contemplate an ex-' 
tension of the clutter experiencet 1 
on a limited scale last winter." 

Aware that the problem is not al 
together one of commercial tirm 
and admitting its complexity. Stew 
art asserts he would be less thai 
honest if he said he expected to re-' | 
ceive the kind of assurances whicl 
would "lead the board to refraii 
from any amendment" to the regu ' 
hit ions at the end o( April. 

by decree 
for Canada 

Decrying "a relatively weak cul 
tural life dangerous!) exposed t< 
the dominating influence of th< 
United States" and leaving (h 
Canadian identitv too vague. Cana 
da's new secretary of state put a 
least part of the responsibility inl< 
the laps of broadcasters north <» 
the border. 

Maurice l.amonfagne. throuj:! 
whom the industn reports to I'arlia 
Blent, addressed members am 


Canadian contenl regulation, 
i thorn in the economic side 
ol ( .in. nli. m broadcast advertising, 
,iIm> st.iikK in the shadow of a pro 
posed amcndmcnl I he change is 
proposed to provide foi the calcu- 
lation ol ( 'anadian contenl on the 
; >.imn ol I 1 rather than foui weeks; 
and for the permanent reduction in 
Canadian content from 5591 to 
15 Jui ing thi I I week summer 

Ilk' regulation making 5591 quo- 
i.i ol programing ( anadian in con- 
tout became effective for t\ in 
\pnl 1962 In the summer of 
that year, and again in 1963, the 
board gave temporal"} approval 
summci reduction to 45 

"I his was granted," says Dr. 
Stewart, "parti) because of the h- 
nancial position ol the second pri- 
vate television stations and parti) 
ion the representations of -ill broad- 
casters, including the (Canadian 

Broadcasting) Corporation, that the 
maintenance of ( 'anadian content 
during the summer presented acute 
difficulties " 

"The first argument," Or Steuart 
added, "no longer has an\ validity. 
I he second argument has some 

Perhaps because of the inside 
knowledge through which the BBG 
chairman can see the private tv 
segment as healthier than ever, 

•jnisis (it Toronto's Radio and I de- 
cision (lid) meeting in Quebec ("itv 
faring the CAB convention, and 
left little doubt that the status quo 
"as lar from ensOOBSed as far as 

the government "as con cern ed. 

"Wc ha\e adhered much too 
CMMet) to the Vmcrican tradition 
of non-intervention b) government." 
he said. 

Canada's great current tensions — 

in >»hich some believe "that even 

the 1 1 1 1 i t \ of the countrv has become 
unacceptable." and others "that the 
ur\ toiindation of our federal s\s- 
M in should he reviewed,* 1 and still 
•thers that "anv evolution towards 
ueomodatiii" Quebec's aspirations 
appears like a dishonourable con- 
cession — led the secrctarv to call 
this a "dialogue of the deaf so prcv- 
dent that the voice of model ation. 

along with ins earliet prediction "i 
"an increase in the demand foi ad 
vertising tune on tele\ ision, an) 
permanenl reduction in sununei 

( anadian content is hkeK not 
bj the UH( i as pursuing die I'. nh. i 
mental) objective to maintain and 

strengthen a ( anadian broadca 
service. Such a move will be made 

said Stewart. "onk with souk 


I he hoard does nut see the con 

tent quota as a perfect instrument, 
hut feels a should he enforced in 
absence of a better one Nor does 

the UH( . leel that the quota should 
he COntinuall) increased 

\ permanent reduction in the 

summer content quota also ma) 

not give the broadcaster the flex- 
ibilit) he possiM) expects. 

"We," Says Stewart lor the UH( r 

"have no reason to he permanent!) 

satished with some of the program 
ing to which Canadian content clas- 
sification is now being given." 

Both Stewart and BBG vice 
chairman Carlisle Allison told 
SPONSOR that the) saw greater 
possibility lor the reduction of '■clut- 
ter" b) tinning public service spots 
out oi prime time areas I his be- 
ginning might break the deadlock 
over what might move first in re- 
ducing the aglomeration of mes- 
sages in confined areas of broad- 
cast time. 

In the int. 
hoth Vllison a: full) 

refused to «. 1 1 .1" ••• I lion 

would be taken with r the 

current frc ezc on li< ivith the 

ption oi h 
has been making points with 
drive to bring the kind ot qualit) 
letters, and scienc I • n ir<>m 

then tenOl and attitude on the 

subject, it is Spo thai 

the freeze will be continued, al I 

until 19( 

In the area ol ratings, Mlison 

who strong]) feels that the 

time pursuit ol ratings "ran down 

the qualit) of am broadcasts 

and Di SU wart said that, ttoin t ; 

perspective, the industr) ind 

n i partite operated H m e a u 
Broadcast Measurement was ; 
forming well tor the agency, -^l- 

User, and broadcaster. 

I here was nothing new in the 

areas ol piggy-backing, cigarette, 
and beer and wine advertising which 
has not alread) been discovered in 
the i nited States 

All in all. members from all 
Canada told Sponsor that this 

year held more promise than man) 
in the past, and from what Dr 
Stewart disclosed about the health 
of the industry, the growth 
broadcast advertising in ( anada is 
steady. ■ 

when it speaks, is harclv heard." 

Saving that the government must 

ensure ownership and control over 

Canada's means ot communication. 

Lamontagne called for better (ana- 
dian content including better "es- 
capist entertainment." which has 

been an area ol difficult] tor sta- 
tions competing against I nited 
States' product with (anadian con- 
tent, especially in the border mar- 

Pinning part of the cultural re- 
sponsibility of the nation with the 
broadcasters, the secrctarv saw the 
need for revision of the Broadcast- 
ing \ct of l l >58 as an aid to the in- 
dustry, and said that cultural con- 
tacts between the differing parts ot 
(anada "ill not come about hv 

"the experience of other coun- 

tries, with the possible exception of 

the found ilion - studded I nited 
States, confirms our own." hi said, 
"this is whv I am convinced thai 
our cultural lile needs protection 
against deterioration and stimulous 
to improv eon nl. and that a di lib. r- 
ate effort to these iiuK, in which 
government must have a large rob-, 
is not onlv justified but is most ur- 
genth required.* 1 

\n ith regard t<> nay*tv, M. I a- 

montaync said thai "though not vet 
established lirmlv as a 
television ssstem in the home, it has 
been making strides into thr cine- 
mas . . . and . . . requires studv 
In lore a situation dots develop in 
(anada which mav or mav not Ik in 
the Ik si interests ol ( anadian 
broadcasting and tin ( anadian pub- 




Night after night famous stars appear in their most memorable 
roles on WMAR-TV. Many of these features are FIRST RUN! 
The WMAR-TV current library of over 700 titles includes such 
famous packages as 7 Arts, Screen Gems, 20th Century and 
others. Top films— backed by a heavy barrage of daily news- 
paper advertising and on-air promotion — is the combination 
that builds audiences for your product or service! 



'FROM HERE TO ETERNITY", Burt Lancaster, Deborah Kt 1 

"BELL, BOOK AND CANDLE", James Stewart, Kim Nova 

"THE EDDY DUCHIN STORY", Kim Novak, Tyrone Powe 

"JUBAL", Glenn Ford, Ernest Borgnine 

"THE KEY", William Holden, Sophia Loren 

"THE LAST ANGRY MAN", Paul Muni, David Wayne 

FRIDAYS, 11:20 PM 

"MAN ON A TIGHTROPE", Fredric March, Terry Moore 

"THE DESERT FOX", James Mason, Sir Cedric Hardwicke 


"PEOPLE WILL TALK", Cary Grant, Jeanne Crain 



11:20 PM 

Drama, mystery, adventure, romance selected 
from the same great packages. 


4:30-5:55 PM 

Featuring the best of 


12 NOON 

'MISTER ROBERTS", Henry Fonda, James Cagney 
"THE SEARCHERS", John Wayne, Natalie Wood 

"DRUMS", Raymond Massey, Sabu 
'KNIGHT WITHOUT ARMOUR", Marlene Dietrich 

In Maryland Most People Watch 




Represented Nationally by THE KATZ AGENCY. INC. 



Gallic grapes and soil, plus Julius Wile Sons' 
know-how, brings 'new' aperitif to U.S. cocktailers 

Al 0R1 IGN W( >RD was all set for a 
a big plaj in America. Hut ad- 
vertisers and agencj together de- 
thc word would do bettei in 

I Ik- word is aperitif, translated 
cocktail wine. \tul the producl in- 
volved is St. Raphael. I'apcniil tic 
■ e. 
When u came time to translate 
in turn the use ol this product for 
American market, however, 
broadcast media were In all means 
the primary choice. 

In the oceans of beverages being 
rushed to imbibers read) lor some- 
thing different dietarj soft drinks 
and malt beers are onl\ two of the 
main prominent examples — the 
' stands a line ehanee ol 
opening significant streams of com- 
merce aeross the COUntT) . 

Principle channels are now being 
ipened b> the 87-year-old New 
^ ork importing firm. Julius Wile 
Sons & Co., the sponsor who is in- 
troducing the drink, as familiar over 
he wars to Frenchmen as Coca- 
Cola is to Americans. 

It was nist two short \ears ago 
that the Wile firm assigned its ad- 
vertising agency, Chirurg & ( aims. 
New York, the challenge of educat- 
\ nenean palates to the aperitif. 
Since 1956, Chirurg A. Cairns has 
wen promoting such other, sep- 
irate. Wile labels as |)r\ Saek sher- 
\. Bollinger champagne, Benedic- 
B&B, Pernod 
To give the "new" St. Raphael 
lie best send-off, the agene\ advised 
ising broadcast media immediate!) 
tnd on both coasts hrst. 1 \ to 
nake an impact, and then radio, to 
ollo\* up and through. Between. 
is a sort of inland bridge, the) mi;;- 
testcd national magazine ads. thus 

making the promotion transconti- 

I ike am neweomer. however, St 
Raphael has not been wholb tree 
Of language problems. cultural 
adaptation and -to its compliment 
— domestic competition I \nother 
product, French-named but do- 
mestical]) produced, is also being 

touted via radio as St Raphael's 
onl) real competitor). 

I he situation has [ed to some re- 
sourceful methods lor dealing with 
the advertising ami educating chal- 

What, exactly, would be its mar- 
keting target.' Julius Wile has its 

last falCs I l < ampaign, ( hi) ■. 
Cairns, agent \ for Julius it ile Sons, 
a crew to Paris nir footage showin 
Raphael's sin nil r<>le in its native n>tm- 
try. From mi early-morning shot of the 
Tout i i ameras roamed the • /." 

everyday views of the pervasive St Raph- 
ael signature in Paris, winding up m mi 

outdoor talt'. where I'apet. 
.* 'omul on the table. 

April 20 1964 

own ready answer. The trend to- 
wards "lightness" in both food and 
drink first gave the clear-cut signal 
in the fall of L962 for the introduc- 
tion of St. Raphael. No passport 
difficulties whatsoever. From the 
beginning, all St. Raphael copy sug- 
gested "on the rocks" as a typically 
American — and convenient — serv- 
ing style. 

But the cultural brewing pot 
exacted further modifications, as 
well. Radio commercials, for ex- 
ample, have dropped the "St." to 
capitalize on "Raphael" alone. 
Copywriting purpose is to register 
clearer identification, yes, but also 
to help the traditionally one-tongued 
American avoid the issue of pro- 

Such early and Americanizing 
decisions cleared the way for media 
purchases. Here again, the new 
product's successful introduction 
provided exacting qualifications to 
make certain the welcome would be 
cordial. Television would provide 
the first, hard-hitting punch. Then, 
later, other less-expensive media 
could fill in with broader coverage. 

Last fall, Chirurg & Cairns took 
cameras to Paris, came back and 
told the whole story on tv (see 
cuts), showing the everyday social 
role of St. Raphael in its homeland 
and suggesting a similar destiny en 

For the new spring campaign, 
now under way, advertiser and 
agency decided to capitalize on 
some of the values of last fall's tv 
effort. Their method: to translate 
into print and radio some of the 
characteristics of their tv an- 

Out of this grew magazine copy 
that has more than family resembl- 
ance to a storyboard — a series of 

artful photos in close-up that, in 
sequence, tell the tale as clear as 
the photography. Caption headlines 
from continuity: "You were right 
... in demanding . . . something 
lilting, light . . . and different . . . 
for the cocktail hour ... so France 
sent Raphael." Account Supervisor 
Edmund Ridley says that, after 
using tv, "maybe it was subcon- 
scious to use a tv-likc format in 

"But consciously," he emphasizes, 
"we made every effort to get the 
spirit of tv into our radio advertis- 
ing. Aim of the campaign, which 
places from 40-50 spots weekly 
on the cast and west coasts, is to 
prove Ridley's thesis that "you 
can conjure up pictures in sound." 

Copy chief Lon Hill collaborated 
with John Destler, account execu- 

Imported wines represent only 
about 1% of all wine consumed 
in the U.S. last year, Paul L. 
Farber of the Cresta Blanca vine- 
yards, Livermore, Calif., recent- 
ly told the Advertising Club of 
New York. 

Consumption of domestic and 
especially California wines has 
skyrocketed in the last 17 years. 
The California volume of 85.9 
million gallons in 1947 has in- 
creased to about 137 million gal- 
lons this year, reported Fraber, 
who is also director of advertis- 
ing, CVA Co., The Schenley In- 
dustries affiliate. At that volume, 
California wines represent 78 °/c 
of U.S. wine consumption, with 
15% produced in the Fast and 
remaining 7% imported. "Im- 
ported wine is no longer the re- 
quisite to fashionable dining," 
Farber explained. 

tive who also happens to be e 
pianist. Together they turned prim 
words into radio lyrics. What the\ 
delivered to an arranger was nc 
ordinary jingle, but a musical setting 
in a light bouncy mood — and ii 
used the same storyline that haa 
been prepared for magazines. 

This is the 30-second radio copj 
now being heard on the coasts, tc 
piano and rhythm accompaniment 
Singers are Marilyn Palmer and; I 
Rene Martel (who's authentically: 
French), and the producer is And> 
Halmay, head of Tibor Productions.! j 
New York. 
FRENCHMAN (sings) You wen. 

right . . . 
GIRL (sings) I demanded . . . 
FRENCHMAN (sings) . . . some- 
zing lilting, light and differ- 
ent . . . 
(URL (sings) France sent Raphael 
FRENCHMAN (sings) Mm mm. 

Raphael . . . 
GIRL (sings) Her favorite cocktail i 

FRENCHMAN Raphael — tin 
largest selling cocktail wine in all 
of France, is now imported for 
only two thirty-nine the bottle. 
Bring this charming, continental 
custom to your cocktail hour. 
Chilled or on-the-rocks, Raphael! 
Remember: "50 million French- 
men can't be wrong!" Imported 
by Julius Wile, New York. 
Earlier radio copy, which was 
used for St. Raphael in the fall ol 
1962 and spring of 1963, was all' 
narrative. It established continental 
flair with lead-in copy in elemental) 
French, purposefully simplified fol 
Americans to understand. 

The current radio campaign ad- 
heres to similar logic. Radio fulfills 
the prime assimilation goal of show- 

National Brewing Co., Baltimore, is us- 
ing TV spots in 15 markets to promote 
Colt 45, its Devi Malt Liquor product. 

One 60-sccond spot illustrates the prod- 
uct's theme — "A completely unique ex- 
perience" — l»> showing its cat-into- 

lion impact upon one Colt 45 drinker. 
Ilu agency: W. B. Doner & Co.. Bal- 



ivs lo pronounce the producl 
jiik (accent i<n \ I i \iul the 
isi hull -dozen stations in this sea 

w\ campaign have been selected 
ncral, .ill age appeal, reaching 

broad audience that the account 
ipervisor characterizes .is 'just 
coplc." I Ik si Raphael announce- 
teots are directed to them during 
ie dinnci houi . in addition to some 
aytime broadcasts intended foi 
omen. Ml advertising is merchan- 
ised to the trade in sales meetings 
id beverage retailer publications 

Even so, account supervisor Rid- 
j is well aware that the campaign's 
gantic, ovci .ill problem is to ilc- 
lop American taste. "It sometimes 
Ices awhile to get people to change 
Kir tastes and habits," he observes 

List and effective wa) to do so. 
(wever, tint's been discovered b) 
iluis Wile and theii agency, is to 
Ac a good splash in television to 
t shoppers know you're around, 
hen, for maximum coverage 
i at lesser cost, follow up 
ith punt and radio, tailored to a 
- ;is in t\ . ■ 

NATOMY . . . 

We consider that the reps and 
cir stations, as well as other media 
ople, are our partners in this 
omotion . . . for eight years we've 
en explaining to them hovi tre- 
endousl) important this promo- 
>n is to us. how it behooves us to 
i everything within our power to 
ake it a success . . ." 
Still. Macheca pointed out. 
Ve*ve never considered merchan- 
sinp superior — or even equal — 
the advertising value that we ax- 
el to get from a radio or t\ sta- 
l be primarj purpose o\ any 
.dia bin is advertising. It the sta- 
'»n isn't a good solid advertising 
y. it won't be on our schedule." 
Radio and t\ broadcasters' vol- 
itary responses have proved "far 
yond expectations.'" the D' \rcv 
okesman observes. ""I am also 
that we've never cancelled a 
jhedulc it. for one reason or an- 
Kier. a station was unable to con- 
tnutc support." 

IK did not specif) the weight 
..on to proposed merchandising 
fins, however, in initial station 

\ nil this is what m 
zincs aie sending out foi the i 

/ hum spc< mailing to a list of 
5 000 ke\ Negro retailers with foi 
low up personal «.alls in the majoi 
V gro metropolitan areas. 

/ ook news tO kev is ol 

a I'h k ti Pah candidates contest 
that is based on I964's political 
convention I irsl prize a mink coat 
Sewsweek I'u k a Pair pla) ing 
cud decks to 1,300 kc> supermai 

ket people partial!) selected by 


Saturday I vening Post A minia- 
ture elephant and donkey, symbols 

ol the campaign's election theme. 

to a comparable list ol whole- 
salers, retailers, 

Sports Illustrated Drawings ol 
sports immortals Babe Ruth, 

Jack Dempsey, Bobb) Jones el al 

to pivotal in. ii ket people 

rime: Miniature egg timers with 

letters on PU k ,/ /'</// stationci v 

w hile D 1 \ie\ spokesmen sa\ 
thai / ife magazine's "polic) pro- 
hibits them from doing the same 
merchandising done In others, the) 
do. however, give us a ^ood run in 
Supermarket Life Line and Liquor 
Store I ife I ine," their trade-di- 
rected promotional books. 

Outdoor representatives also 
have wry active personal-contact 
programs, have gifted 100 differ- 
ent items in the past tour years, 
currentl) giving crystal pa] 
weights o\' elephants and donkeys 

Budweiser undoubted!) likes to 
believe that media people arc in- 
terested in /'/< k a Pair promotion 
because the advertiser has taken 
the trouble to brief them in ad- 
vance More realistically, account 
chief Macheca s.ivs. "If a promo- 
tion is not a success, .ill of us 

He then identities the whole pro- 
ject's puKc b) explaining, media 
people can accomplish things local- 
ly that advertiser or agenC) reps 
simply cannot 

"Our people are constanl) call- 
ing on chain stores and supermar- 
kets.' Rav Klines, national brands 

advertising managei foi Anheuser- 
Busch, savs. "but m everv call we 
make we are Selling somethill 

When a media representative ap- 
proaches the same outlet, he d 
so m an entirely different capacity. 
"He has no axe to grind and. con- 


iciitlv. has little troubK 
his stor) 

i put it simpl K 

have enlisted the voluntar) hcl| 
our media ti i< n< 

\ , .• , . it . 
dollt nlcd, the umif < 

planned, the tv 
handled, anil Utah 
v>< . ialized stations. ■ 

Castro looks for 
little Bernadette 

( astro ( onvcrtiblcs is in the 
midst ol a search lor a litl j 
nardcttc, a foui ycai old child thai 
has the app onalK) 

ol Bernadette < astro when she lust 
did t\ comi 
.lab openin 

the ( astro OH 

telev ision 

I he "i 


ful comi 
cial, the com 
pan) s.ivs. which 

ited an in 
in 1948 t 
then - young 
struggling compan) and helped it 
acquire the foui factories and n 
than 60 showrooms i| has today 

I he little girl \ up the 

couch has become the company's 
trademark in all advertising m.> 

I he original Bt rn id< tt< . now 19 

and a college Student, Mill does tv 

commercials. Participants have b 

asked tO bring a picture of their 

candidates to am ( astro showro 

Toy firm's big web buy 
I k I uxe Reading i Dancer-I itz- 

Kl Sample i launches ten- 

sive schedule on MM I \ this 
month which will include the bulk 

ot its pre-Christmas campaign .md 
nd into next >e 
Six Saturda) morninj 

arc included in tlic campaign, on 

behalf ol the I OppeT toy Iuk / 

n\ tor 2 I w 

ami Casper \ n 

ten unnann 

show beginning S 

. ks. and t.' S 

morning shows the 

campaign during the Septeml 

' 'I 20. 1964 


i earnings up, 
use of tv ii 

Pepsi-Cola Co. income and sales 
set all-time records in 1963, ac- 
cording to the annual report. This 
is the seventh consecutive year the 
company has recorded record prof- 
its, and the thirteenth year it has 
recorded record sales. 

Net profits after taxes and ad- 
justment for foreign activities in 
1963 rose to $16,145,500. This 
compares with $15,412,389 in 
1962. Net sales climbed from 
$218,539,715 over the 1962 figure 
of $191,630,223. This marked the 
first time that Pepsi sales exceeded 
the $200 million mark. 

The report noted an increasing 
use of television advertising, both 
domestically and overseas. 

Domestically, in 1964 the con- 
tinuation of the "Now It's Pepsi 
For Those Who Think Young" 
campaign calls for the largest in- 

vestment ir. Pepsi-Cola history. Me- 
dia to be used includes 1.500 news- 
papers, 400 TV outlets, 3,000 radio 
stations and 16 national maga- 
zines, with an expanded schedule of 
outdoor postings. 

Overseas, Pepsi's advertising in 
1963 was built around a theme de- 
scribing Pepsi-Cola as "The Big 
One" — in quality and quantity. 
Television was used effectively in 
Argentina, Mexico, Japan, where 
Pepsi sponsored telecasts of base- 
ball from April through October 
and ran 10,000 spot announce- 
ments in a nine-month period. 

Television was also used ef- 
fectively in such diverse areas as 
Italy, East Africa, the Middle East, 
Southeast Asia and Australia. 

In the new products area, it was 
reported that Patio Diet Cola, the 
company's new low calorie bever- 

age was available in 279 marke 
containing over 70% of the natio ■, 
population" by the end of 19(. 
The drink was introduced in sprii 

The company's lemon-lime pre- 
uct, Teem is now available on fn|- 
chises serving some 65% of the i 
tional population. Teem's financl 
and advertising support is bei, 
strengthened in order to realize t 
full potential of the product, it w 

The company's Patio line of f 
vored soft drinks, an adjunct 
the bottlers' main product line a 
tinued to show an aniticipated n. 
of increase in 1963. 

Pepsi-Cola Company reveal 
that research was being conduct 
on low-calorie beverages with t, 
following flavors: lemon - lin 
orange, root beer, grape and g 
ger ale. A continuing research pi 
gram was inaugurated, designed 
produce the best possible formu 
tion for the company's low-calo 
cola product. 

Ii:- 1 ' 'Hi ■: ,, l'-' ■ II!' ■ Ii! ■ llll' U: :■ ■ :. INI : ■ ■ ' :^ :! : - ■ ■ ■: '!||| : : . 'MM ^ H"- "M ■ !IIIM: IIM:"" M:. : ' ■ ^MH; M!,. ■ -!l: - 

Xerox to underwrite, 
sponsor UN tv series 

Xerox Corp. has announced that 
it will underwrite production costs 
and sponsor, on an institutional 
basis. $4-million fictional tv film 
series about the United Nations. 

The six film programs in the 
monthly scries will be aired during 
prime time on ABC (four programs 
scheduled, subject to change) and 
NBC-TV (two) starting in January 
1965, to be followed by foreign 
showing after their debut here. 

The series of 90-minute shows 
ranging from comedy to drama and 
adventure to Fantasy, is designed to 
create a greater understanding of 
the varied services and activities of 
the UN and will utilize a top array 
of screen and theatre talent. Such 
motion picture directors as Robert 
Rossen, Sam Spiegal. Fred Zinne- 
mann. Stanley Kubrick. Otto Prem- 
inger, and Joseph L. Mankiewicz 
will donate their services. Com- 
posers include Richard Rogers and 
Leonard Bernstein, among others. 
and writers lad Mosel. Reginald 
Rose, and Peter Stone, together 
with a group of leading international 
stars, will also cooperate in the ven- 


A new organization, Telsun 
(Television Series for United Na- 
tions), has been established to pro- 
duce the series. 

The institutional ads will be one 
sentence messages only, and will 
avoid product advertising entirely. 
The ad agency for the rapidly grow- 
ing (domestically as well as world- 
wide) manufacturer of dry process 
duplication machines is Papert, 
Koenisz, Lois. 

European consumer 
has multiple choices 

In the future manufacturers and 
advertisers who hope to step up 
sales through entry into European 
and worldwide markets are going 
to have to create these markets, 
according to Hugh I'yterhoeven. as- 
sistant professor of business ad- 
ministration at Harvard University. 

In the past many international 
investments were made in econo- 
mics that had severe shortages and 
sales were rarely a problem, he 
told American Marketing Associ- 
ation members in Boston. Now. with 
goods more plentiful, the consumer 
has multiple choices and this will 

create a surplus in several fit 

A successful marketing strate 
often requires marketing mve 
ments. Uyterhoeven said, but U' 
companies investing overseas, ma 
times arc reluctant to make the: 
When it comes to foreign inve 
ment. U.S. management sometin - 
has been overly fascinated by t 
glory of owning bricks and mort 
abroad, he said. 

In terms of a company's lor 
term competitive strength, mor 
invested in building up a distrif 
tion position, or in creating prodi 
differentiation, may be as imf 
ant as money invested in 
plant and machinery. Uyterhoev 

New iced tea mix 
gets tv boost 

A new instant iced tea. being i 
traduced by the Nestle Co. und 
its Nestea label, will have a sui 
mer-long ad campaign, beginning 
June and running through the fa 
Promotion will include a daytim 
nighttime TV package of ten C01 
mercials a week, calculated to ma 
131 million home impressions. 




A/ hi at does new IBM 

nean to advertising 



vs cost goes down, efficiency increases — making possible 
iuch broader agency use of computers than ever before 

. M \\ GF.NF.RA1 His 01 \l \\ 

I i mi i I'M i n i admen feel will ac- 
te the value ol computers to 
cs has been introduced In 

Vbout a dozen large agencies 
represented at the Ne^ York 
traduction earlier this month 
mong them were red Bates, Ben- 
A Bowles, J. Walter rhompson, 
tf> ), and I eo Burnett K 'hicago). 
I Ik- new system will make com 
available to agencies for 
.out 2595 less cost than before, 
Icording to one adman. In the fu- 
re it will mean a great main 
es who could not afford corn- 
will be able to use them, says 
rman. director of com- 
jtet operations at Young & Rubi- 

I Ik- 360 docs not reallj otter 
. > thine new as tar as the user is 
incerned, ledcrman feels, but it is 
nre efficient, faster, and cheaper. 
t terms oi what it is able to do 
t swem is much cheaper than 
eK thing now out. 

•ledcrman explains that the Corn- 
wall be utilized from miles 
I he media department might 
B box with a screen and t\ pe- 
lf the proper information is 
•nmed. he said. \ou ^ou\d 
■r the combination ol reach 
requenc\ desired and the com- 
would flash it on the screen. 
not what you want you can 
■ another \\ hen the right one 
n \ou can have it w ritten out 
the typewriter. Similar advan- 
ces ha\e Ken available but as 
ps and at a higher cost 
I he 360 advance might be com- 
bed to the tube radio and the 
cement to transistor radio. 
Herman said. You get the same 
thg. but it's smaller and easier 

to handle. In this ease it's .i|so less 

expensive and taster. 

I he Y&R executive pointed out 
three major elements ot the system 

that Others don't have 

1 ) I he application ol electronic 
miniaturization makes the com 
puters parts smaller and more re- 

2) I he development ol the most 
expensive part o\ the process the 

memory unit- means that it can be 
manufactured lor less money. It is 

impossible to s,i\ that with the 360 
media will be able to process so 
mans buys more extensive!) than 
before \\ e can do anv amount 
o\ work now we want to: it just 
costs more. 

3) I p to now computers could 
Onl) handle certain kinds ot jobs, 
cither payroll work or formulas 

I or both you'd need another much 
larger computer and then re-write 
a whole new program which is a 
major expense I he 360 can handle 
the different uses ol a computer 
starting with a minimum of equip- 
ment, meaning a lew thousand dol- 
lars less rental a month, perhaps. 
Certainly a significant amount, 
more than a tew hundred dollars. 
Federman believes 

rhomas .1 Watson, board chair- 
man ol IBM, calls the event the 
most important product announ< 
ment m the company's history. 

I he core storage nicmorv of the 
new System 360 ranges Irom S.diki 

characters ot information to more 
than 8 million Information stoi 
devices linked to the system s.m 
hold additional billions ot chai 
tcrs ol data and make them avail- 
able at various speeds, depending 
on the need Each charade i in bulk 
core storage is available in eight 
millionth-of-a-second, and each at 

the diie^t command ol the com 
putei programei l his 

tunes more ihreetlv addressable 
characters than were previous!) 

available in I lt\l computers I he 

company claims the computet s his 

toric limitations 00 meiiioiv gizes 
ait Overcome b) this development 

\i a press conference at IHM 
Poughkeepsie facilities, Watson 
said "System/ ; ''< • n presents a 
sharp departure from the concepts 
ol the past m designing and build 
ing computers It is the product 
an international effort in IHM 

laboratories and plants, and is the 

first time IBM has redesigned the 
internal architecture ol its com- 


* I 20, 1964 


Information storage devices will pro- 
vide agencies with unprecedented mem- 
ory power. The .small local store de- 
vices operate in as little as 200 billionth- 

puters in a decade. This is the be- 
ginning of a new generation, accord- 
ing to Watson, not only in com- 
puters, but in business, science, and 
government. More than 100. 000 
businessmen from 1 65 cities at- 
teded the introductions around the 

The new system spans the per- 
formance range of virtually all ex- 
isting IBM computers, from the 
1401 to nearly twice that of the 
most powerful computer built by 
the company. It has developed to 
perform information handling jobs 
encompassing all types of applica- 
tions, has been said to have two or 
three times the speed of the 1401 
at the same price level. 

The system includes in its central 
processors, 19 combinations of 
graduated speed and memory ca- 
pacity. Built-in communications 
capability make the system available 
to remote terminals, regardless of 
distance. The equipment is sup- 
ported by systems which enable 
scheduling of activities for non-stop 

Internal processing power of t 
largest System/360 configurator 
is approximately 50 times great 
than that of the smallest. Its bai 
pulse beat ranges from one m 
lionth-of-second to 200 billiont 
Df a second. 

Monthly rentals for the systd 
will range from $2,700 for a bajl 
configuration to $115,000 for 
typical large multi-system configurl 
tion. Comparable purchase prk 
range from $133,000 to $5.5 m 
lion. Deliveries of the small co 
figuration are scheduled to beg 
the third quarter of 1965; for t 
largest configuration, the first qu; 
ter of 1966. 

Many agencies have already i 
vested in computers, but the at 
system should permit other age 
cies, now inhibited by cost, to mal 
use of them. Watson comment! 
that the new system might cut in- 
orders and future sales of oth 
IBM computers, but its introdu 
tion was necessary because of r 
cent developments by compctiU' 

I in configuration of the new system as it »/// appear m an installation. Agency men 

feel system Will provide more work at less tost, mean more use of computers by 

smaller agencies in the future. 






maximum results 

esearch standards set for 

As another step in industry self-regula- 
tion, BRC probes heart of program ratings 
by pointing out valid way to research 



has been reported b) I he 
roadcast Ratings Council, Inc. It's 
loptcd and issued minimum 

rhese hit the heart ol program 
i tings 

1 he) arc. in a sense, like the 

in the game of Monopoly. 

he) set forth what's expected of 

uing services when the) go out to 

easure audiences and issue ratings. 

v. there an) penalties for not 
Mowing these rules.' [*he greatest 
malt) isn't stated, of course. It's 
iat the rating service ma) lose the 

I What is stated is this: rating serv- 
es have got to follow the rules it 
icy want to be accredited b) I he 
roadcast Ratings Council. 

No cooperation? No seal of ap- 

I ike the rules of an) game, each 

andard is important In itself be- 

kuse it affects, one wa) or anoth- 

. what happens m the end i e . 

ke program rating. 

Uso, when taken together, all 
rules point towards the same 
ul making sure that program rat- 
igs are effective, reliable and 
lost important of all- -valid. 

I hat's quite a change from. "Ah 
rothcr-in-law says our show's a 
i>mb in Cincinnati." 

In fact, these rules and standards 

been deliberately written in 

general terms I he idea is 

ut maybe someday they'll serve 

as ground nilcs foi </// social u 
Search. It a candidate wants poll- 
sters to find out his chances ol be 
mg elected, he'll get a more ac 
curate answer it the) go about it 
b) these standards 

Another way oi putting it: 1 his 
is what should be done when the 
Poindexter-Pringle Co., Inc 01 
anybod) else sets out to tin a sur- 
vey, whether it's for a network, lo- 
cal station, advertising agenc) or 
\\a Gardner. 

I hese ink's 1 or minimum stan- 
dards, as MR( ' likes to call them 1 
have been around a little while 
I he) were first mentioned in ( 'on 

gress b) Rep ( )tcn Han is 1 |) 

\ik 1 right alter he and his in- 
vestigating committee blasted oil 
at the industry. Some ol these rules 

were submitted to him In \ VB's 
president I eRo) ( 'ollins, -md Hai 
ris had them inserted into the ( on- 
gressional Record as evidence that 
the industT) was washing its face 

When Sponsor gave a report on 
I he Ratings Council (see issues ol 

Ground rules for p rop e r 
research cover: 

ethii ill standards 
sample designs 
n 1 ord-keeping 
field personnel 

dist losu 

Resean // /> ■ 

March 2. 9 and 16), a lot m< 

was said about 'minimum St 
dards auJ ci iteria " Hut now the 
standards have been determined, 
written up and official]) adopt 

I hey're here to sta\ 

I hey have been written the 

I people talk When the) 

sa\ "rating sen is. ." the) nw 

mi/ations like \KB II Oper, 
N . Isen. Pulse and Sindlil I 

five rating it b) the W 

alread) iting with HR< 

adopting these standards and p 
paring tor their first audits 

l> the work of M. 1 1 

\ \\\ - able dil 

pril 20 1964 


search. He sils in on just about all 
Broadcast Rating Council meet- 
ings, so he knows exactly what pro- 
gram ratings acid up to. 

The rules are divided into two 
sections. The first section covers 
"ethical and operational standards" 
— or how to get started: 


1 . Each rating service should try 
constantly to control bias and dis- 
tortion, as well as human error in 
all phases. 

2. Each rating service is expect- 
ed to permit reviews and audits 
of its procedures. (They don't have 
to reveal strictly business matters 
— just facts that have a bearing 
on the audience-reports they is- 

Such audits may be performed 
by the BRC or its designated Cer- 
tified Public Accountant. 

3. The anonymity of all inter- 
viewers, supervisors and other 
service personnel should be pre- 
served. (As part of his auditing 
process, however, a CPA would 
have the right to check with these 
people to verify their work.) 

4. If a respondent has been led 
to believe — directly or indirectly — 
that his anonymous participation in 
a survey will be protected, then his 
name shouldn't be told (outside the 
rating service). 

There are two exceptions, though: 
A respondent may be identified, as 
part of an audit or BRC hearing. 
Or the rating service, itself, may 
give his name to another reputable 
research organization so they can 
reinterview him as part of a spe- 
cial research study. 


5. The sample design for each 
rating report should be resonably 
representative of ■"the universe be- 
ing measured'" — i.e.. households. 
individuals, t\ sets, or \\hate\er. 
Air significant deviations must be 
clearly described. 

6. I he sampling plan of each 
SUrvej must also be clearK suited 
— especially such matters as how 
the sample was selected, callback 
nrocedures, substitutions, and the 


7. Each rating service shall main- 
tain, for 12 months, records of: 

A. All attempts to elicit informa- 
tion, as required by the particular 
research technique used — whether 
by placing diaries or meters or by 
obtaining interviews. 

B. All instances in which such 
attempts were unsuccessful. That in- 
cludes outright refusals, not-at- 
homes, extra interviews (or corres- 
pondence) with another member of 
the same household, telephone stop- 
pages (whether a busy signal, no 
answer or a broken connection), or. 
in the case of mail, returns from 
postal authorities or simple failure 
to reply. 

C. Likely reasons for that non- 
cooperation, provided these are 
known to the field worker. (He must 
also consider the reasons reliable, 
not mere excuses. ) 

D. Which replies (whether by 
household or individual) represent 
the original sample and which are 
first, second, third, etc. substitu- 
tions. (Where replacements have 
been resorted to, the same informa- 
tion is required as in A, B and C 
above. ) 

8. Appropriate quality - control 
measures shall be taken. These 
should cover both external and in- 
ternal operations oii the rating serv- 
ice — whatever, in fact, may "exert 
significant effects on the final re- 

Specific areas for quality control 
are: data collection, editing, collat- 
ing, tabulating and printing. 

Extra records must be kept on: 

/. All successful attempts to 
collect information. 
2. All unsuccessful attempts, 
including probable reasons 

.?. Whether usable replies rep- 
resent the original sample or 

4. Rosters of interviewers and 
supervisors, including details 
of their work assignments. 

5. Signed interviewer certifi- 
cates authenticating their re- 

6. Notes on possibly errone- 
ous returns, including the dis- 
position made of them. 


9. All field personnel (includii 
supervisors) must be thorough 
trained in their work. 

Such training must assure th 
they know the responsibilities J 
their position, that they understai 
— and adhere to — their instruction 
and that they recognize and avo, 
any act that might prejudge, co 
dition, misrepresent or slant fin 

10. Field work of each ratir 
service should be verified by per 
odic but unpredictable spot check 
Such spot checks (or other verii 
cation ) are intended to cover a 
field personnel, supervisors as we' 

as interviewers. 


11. To encourage high perform 
ance levels among field personnel 
they should be told that their wor 
will be checked from time to timi 
Then, every effort should be 11130' 
to keep spot-checking plans cor 
fidential so that workers cannot di; 
guise their performance. 

12. Each rating service must als 
keep for 12 months records of bot. 
interviewers and supervisors. Thes 
must list such items as name, dat 
of work, time, type of work, loca 
tion of work, manner of payment 
and the like. 

13. At the end of each project 
workers will be asked to sign cer 
tificates authenticating the wor 

Such a certificate could read a 

follows: "I person 

ally have conducted the above in 

terviews. Number to a 

specified in the instructions." An; | 
pertinent exceptions must be list 
ed and attached. 

14. When the information the 
receive from respondents appears t( 
be in error, rating service employee 
must make written notes to tlia 

For example, a meter report tlia 
shows continuous "usage" of V 
or radio for an abnormally long pe 
riod of time — such as all night- 
should be challenged in writing 
Similarly, a diar\ that notes the be 
ginning of programs but not tin 
endings should be questioned. Hr 
rots in program titles, call letters 
channel numbers should also h 
pointed out; they may indicate tlia 



e s.iiiu' person s rcpl) com. mis 
: ui inaccuracies, too. 

uls nuisi also be kepi on the 
^position ol .ill such erroneous 
plies (except where the specific 
rating procedure is well known 
ml the records are accessible 

r stud) b\ MK( oi Us auditors, i 

. i .1 

Dls( I osi Rl PROCI Dl RES 

I he second pari ol the adopted 
minium standards applies to dis- 
osuxe tiou each rating service 
lould report its surveys. 

l I ach rating report should in- 
"concise desci iption" of the 
ethodologies used. I his should in- 
definition ol the sample, the 
chnique used to covei it. the area 
ivolvcd, the time slot and a state- 
tent whether or not "weighting" 

en applied. 

I ach report must also men- 
pa all known omissions, errors 
hd biases that might affect results. 
; I urthei. each report must 
so cite an) deviations from stand- 
d procedures that might ei>lor 
te results tor example, that 20 in- 
rviewers involved were working on 
leii first survey. 

4 I he rate-of-c o o p e r a t i o n 
night (and won I must also be not- 
I ", example, each report should 
te the number of households in- 
all) selected -plus the number 
btuall) providing usable informa- 
ffl that was incorporated into the 
port i Hut it some usable informa- 
mi was not used. that. too. should 
reported. ) 

5. In a prominent place, each re- 

>rt must compare its sample data 

ith comparable primarv -source 

such as households or indi- 

duals) to show the degree to which 

i sample reall) does represent the 

rse" it is said to be measur- 

-' i I hese are to be broken down 

L counties or reasonable count) 

OUpings.) Services that use the 

UDC sample over and over again in 

eir regularly-issued reports must 

•t the same data in each report, but 

\latc it onl) semi-annually. 

6 (u (graphic areas surveyed 

iould be clearl) defined, with the 

on criteria given. Thus, if 

rea surveyed is Metropolitan 

1 ork as defined by the I S 

ensus, it should be s(> recorded 

the report. 

Survevs executed fol a 
cific client shall clcailv show the 
repot t is special, not p.u t of a n 

lai syndicated service in fact the 

client must be named and the 
poll's be made clcailv dis 

tinguishable from that ol th< 
lai report 


I he BR( statement took | 

care to acknowledge thai audience 
measurement is subject "to main 
kinds oi error." 

Some, ol course, aie noil sim 

pling errors. I hese ma) result from 

the methodology used, the maniiei 
m which (he survey's conducted, oi 

— even more unpredictably sun 

pie non-cooperation or non re 


"However." the MR( announce 
menl explained, "even a true prob- 
ability sample is likely, to include 

errors due to the operation ol 

chance in the selection ol (he sain 
pie.'" I he rize ol (his chance de- 
pends, among other things, upon the 
Size ol the sample. ( I he sampling 
research is subject to such "sam- 
pling error.") 

The sample variation that is due 
onl) to the si/e ol the sample m.i\ 
be expressed as "statistical toler- 
ance" or "standard error." 

S. thus, each rating report 
should list, preferabl) on its front 
page, several keys i 1 i the standard 
error: (2) the formula used -to 
select the specific sample in the 
first place. (3) a chart or table that 

lists the statistical tolerances fot 

one and or two standard errors — 
in other words, a chart that shows 
just what these variations are (and 
what the) mean i when applied to 
typical items included in the report. 
It must also be pointed out that. 
JUS1 because estimates of sampling 
error have been shown, thai doesn't 
necessaril) mean that a piobahihtv 
sample design has been achieved 

( ()\\ l-RIIM, I(> \ Kl POM 

9. When a rating service con- 
verts basic raw data into a rating 
report, it must show all the "weight- 
ing" or data adjustments thai have 

been applied, along with the I 
sons for so doing I his information 
must be available to all users of 
said report. 

Ki I ach rat 
indicate the nun 
turns thai ate acqu 

to its stand. nd 

Such a minimum ma) diffei from 

seivk. to 

i I i methodolog the 

nunilvi ..| stations b 

ilk numbci ol horn 

dio m tv. 

I I w here i isucd on 

a regulai basis each rai 

must indicate the normal s.impL 
turn fot eacfa sin .. Vnd when the 

return is below normal i but not | 
low the required minimum), this. 

too. must be |*>mtcd out pr. 

abl) in a prominent pla 

it Rim R (I \R|| |( \||<>\> 

12. Cross tabulations 

demographic and consumer infor- 
mation must b up. lined bv 
the minimum sample base requii 

W lien the sample tor one pel iod 

is inadequate lor reporting such in- 
formation accurately, it ma) 
necessar) to combine the samples 
ol two. three oi more successive 


13. It an) station has 

to "special, non-regular promotional 
techniques" that might hypo 
distort — its ratings, the rating 

service must also poinl thai out. 

14. I he rating service must also 
publish an) other distorting influ- 
ences that it is aware ol 1 1 
might include unusual weather. 
tastrophes, political oi social .vents, 
or preemptions such as world 
ries, elections. Congressional h« 
ings even transmission failures 

In addition to the ab 
standards." whu pplicable to 

all rating servk ecific stand- 

aids" will also be established 
HR( Since these will have to 
tailored individual!) eh spc- 

eitu technique in 

they*H evolve onl) over a p. 

S that are expected to 

most helpful in developii 

C standards, h- include 

questionnaires that some rating 
services have already filled out 
submitted to BR< 

participating I |N - 

I \\l and COLI VM met! 

stud ■ 

pril 20 1964 


Consumers ask advertising women 
probing questions on industry 

Almost 400 interested consumers 
showed up at the Advertising 
Women of New York Foundation 
second annual Consumer Confer- 
ence to ask some biting questions 
on integration in advertising, cigar- 
ette advertising, misleading adver- 
tising, and irritating commercials. 
A good many of the questions were 
answered with broad, cautious 
statements, generally showing the 
attitude that "these problems are 
being taken care of." 

Representing the advertising in- 
dustry at the afternoon panel dis- 
cus, ion were Margot Sherman, vice 
president and copy head, McCann- 
Erickson; Dr. Niki Kominik, su- 
pervisor of copy research, Grey ad- 
vertising; and Jean Wade Rind- 
laub, senior consultant, BBDO. 

On the question of integrated 
advertising. Sherman said she didn't 
believe there was a major advertiser 
who is not "reflecting the American 
way of life" by using Negroes in 
everyday scenes, in the backyard 
and so on. "I think you'll see a 
great deal of it if you watch," she 
told the consumers. 

Sherman also answered a query 
on poor English in advertising, such 
as "Winstons taste good like a 
cigarette should." The consumer felt 
that twisting the English language 
was influencing the young. "I would 
ask the same question." she said. 
"I think the answer is that adver- 
tising is again a reflection of our 
society, and we use colloquialisms. 
If you don't use them you sound 

Giving an example, one consumer 
asked what is being clone about irri- 
tating commercials. Rindlaub re- 
sponded by giving the advertiser's 
point of view. "The advertiser is 
trying to nunc sou. not to sooth 
you," she said. "He has to get into 
your busy head somehow. He's got 
to gel in and out last. Often he has 
to say the same thing over and 
over again to make it penetrate." 

Also iii defense of advertising, it 
was said that the commercials are 
not as loud as they seem to be. It 
has been shown, a panelist said, 
that the extra loudness is just psy- 

chological. The commercial seems 
louder because it interrupts the pro- 
gram. Also, in the case of old 
movies, the sound quality is not 
good so the viewer turns his set up 
higher. Then when the commercial 
comes on it seems exceptionally loud 
when it really isn't. The audience 
expressed doubt here. 

Cigarette advertising was ex- 
plained by Charlotte Montgomery, 
contributing editor of Good House- 
keeping magazine. To the question. 
"Why docs so much cigarette ad- 
vertising continue when smoking 
has proven to be harmful?" she 
said that "we cannot consider ad- 
vertising, merchandising, and pro- 
motion as separate from our soci- 
ety. Just as liquor and other things 
are accepted, so is cigarette smok- 
ing." Montgomery said cigarette ad- 
vertising nowadays, is not trying to 
create new smokers, but convince 
existing smokers not to switch 
brands, which in our time is legiti- 
mate. "I guarantee there has been a 
great deal of hard thought going 
into this problem," she said. Mont- 
gomery also pointed out the eco- 
nomic aspects of the cigarette prob- 
lem, mentioning that in three states 
cigarettes provide the greatest in- 

Agency Shifts 

Wermen Si Schorr is resigning 
the Bayuk cigar account because 
of policy differences. W&S has 
handled the account since 1956 
. . . Foote, Cone & lidding to 
handle two new products for Gen- 
eral Foods — Pre-Sweetened Kool- 
Aid and Twist. 

Doyle Dane Bembach will take 
on advertising for Levitt and Sons. 
It is expected that the budget will 
be in excess of $1 million. In the 
recent past most o\' the advertising 
has been created by the advertiser. 
. . . Thomson Advertising. Peoria. 
III. appointed by I •'ernstrom Moving 
System . . . Carl Ally has been 
chosen by Volvo (Canada) I kl. to 
handle its advertising in that coun- 
try. Carl Ally is also the Volvo 
agency in the U.S. . . . Redmond 
& Marcus will handle the entire 

line of advertising for Pearson Ph. 
macal Co. . . . Solters, O'Roul 
and Sahinson to handle public ■ 
lations and publicity for Chryn 
Corp. New York World's Fair i 
hibition. The agency has also r^ 
resented the Chrysler Corp. I] 
programs for the past three seaso, 

Hill & Knowlton 
expands in Europe 

Hill and Knowlton, Inc. has ;■ 
nounced the expansion of its H 
ropean operations with the inc ■ 
poration of its main office I 
Geneva, Switzerland. The Inter! 
tional public relations firm also ; 
nounced the formation of subs> 
iary corporations in West Germc 1 
and Italy to be known as Hill a! 
Knowlton GMGH, Hamburg a 
Hill and Knowlton S.R.I. . Milan. 

Bert Gross, president, said t 
establishment in Geneva, which m, 
becomes the principle Europe 
subsidiary, was to meet increaa] 
client demand for public relatii 
in western Europe. This new c«. 
poration takes over the parent cot 
pany's European branch office a( 
will have responsibility for mi 
aging and coordinating the firr 
complete European operations. 

HW&W three new 
accounts to use 
saturation tv 

Adding to the growing list of i 
tail stores using spot television a 
three separate juvenile store chair 
recently-acquired accounts of Hi 
it/er. Waring & Wayne. New Yoi 

Television will be the prominei 
consumer medium, according 
Edward Libov. v. p. of the agene 
who will be account executive i 
all three. Saturation schedules a 
planned on a year-round basis f< 
all markets, he said. 

Together, the stores do abo 
$20 million worth of business 
children's merchandise each yea 
They are Bargaintown, I S x 
with four stores in Chicago; Chili 
reus Supermarkets, which opera* 
four retail stores in the District i 
Columbia. Virginia, and Marylani 
and kiddie City Discount Store 
with 15 stores in and near Phil; 

Helil/er. Waring. A. \\.i\n 
which specialized in children's ai 
vertising, marketing and merchai 
dising, now has Id accounts. 



IME / Buying and Selling 

FM is a muscle medium 

Buyers and sellers alike must realize radio is a 
dynamically growing sales force, not a rarefied 
type of advertising requiring special treatment 

, Robert Richer, president, 
iiuri Richer Representatives, 


s II I III I l\ll III S I RS 1 II I 

I in not complicated enough, there 
..• gome vers real changes taking 
in the radio industry — 
s that should affect buying 
litems and dollar allocations. 
I am referring to the amazing 
pwth ol fm radio, and by growth 
Hon't mean to limit the term to 
si one area. Fm radio set sales 
i ibsolutel) phenomenal both in 
graph fm combinations and 
portable and ear im radio 
: ies ( irowth in terms of sta- 
i ns is also amazing. At present 
are better than 1,100 tm 
is on the air and. while a ma- 
jits ol the stations duplicate at 
list pan ol the am programing 
Dplied b) a sister station, more 
;d more of these facilities are bc- 
i*. programed separately. 
Along with this growth, how- 
there are problems, and the 
i >st important in terms iif the 
hg-range sitalits ol Im is the feel- 
it on the part of main people — 
and buyers alike- -that Im 
i ho. because it is fm, is a special 
: advertising medium deserv- 
i special treatment and considcra- 
rom sponsors and timebuyers. 
Nothing could be further from 
t truth and nothing can do mote 
i serioush limit the growth ol a 
mic sales medium. 
I in radio is not special radio, 
i is it a different type ol adver- 
t ng medium. It is a superior 
nthod of broadcast transmission. 
:mg. in main eases. a type ol 
I cning not generally available to 
' average am facility I m is ;;,>/ 

sacrosancl and not all fm stations 
operating today deliver a high- 
quality, prestige audience, rhere 

are Inis on the air that program 
nothing but religion, and there is 
at least one im operating strict!) 
as a I up 40 rocker and it's gel 
tmg listeners. But just because it's 
Im doesn't mean it's "quality." 
\s the number ol tin receivers 
sold in this countr) skyrockets, it 
is impossible lor the Im audience 
to adhere to the good old charac- 
teristics ol being Harvard-educated, 

Soeial Register. 92* i income tax 
bracket, etc. I here JUS1 aren't 
enough of this type to go around 
in relation to the number ol sets 
being sold. 

\nd. as I red Mien said when 
confronted with the seeming con- 
tradiction ot increased television set 

sales and increased radio set sales 

"... people are buying radios and 
they're not using them tor book- 

ends I Ik- s.uik Can be said about 

tm set sales today. People are bus- 
lire and make no mistakes about 
it. the) are listening, and the> are a 

•t group oi consumers spon- 
sor said it last suninu \ 

1963): "... traditional long-hair 
characteristics "t tm and tm 
stereo programing will have to yield 
to k-ss strictlj classical appeal in 

bkl fot well-educated, well-heeled, 
but more esoteric soung marneds 

who axe flocking to good listening 

at home and en route " I his is 
where fm*S potential lies and this 

is win tm is now becoming an im- 
portant sales tool to an increasing 

number ol class-mass advertisers 
I he crux of the matter is this 

im is radio It is growing in two 

ways b\ drawing off am listeners 
who are "trading up" to the better 
things in life and b\ bringing in 
new listeners. 

V a result of this growth, tm 

Bob Richer formed his rep 

firm three sears ago. lie has also 
been with Nl \ Spot Saks as an 
account exec and served twice in 
that capacits with \dam Young, 
Inc.. where from l l >5 l > to 1960 
his duties included researching 
ami organizing a separate divi- 
sion designed to handle fm sta- 
tions. From 1958 to l l >5 l > be 
was national sales and prodt 

tion manager for Hill Graaei 

Productions. IK' started in 
broadcasting in 1953 with MM 
and later wrote and produced 
strictls From Dixie, ireekt) 
MIC Radio program, iniuur- 
rentls with his duties in the 
\N MIC New v, ork. sales depart- 

*'l 20, 1964 


is becoming direct]) competitive 
with the other two segments of the 
broadcast media. It is competing 
against tv for listeners (and there- 
tore advertising dollars) and it is 
competing against the established 
am radio stations. 

It is a general rule that fm's 
listening time is at night, primarily 
because this is when the family is 
together, just as in tv. However, 
if an I'm station makes its program- 
ing and the quality of its signal 
appealing enough, it has been dem- 
onstrated that there is a good 
chance of reaching both the non- 
tv viewer as well as the selective 
tv viewer. These people are in a 
far more desirable demographic 
category than the inveterate tv 
viewer. However, the latest figures 
show that fm's audience is increas- 
ing substantially during the daytime 
hours, too. This is undoubtedly a 
reflection of increased housewife- 
acceptance plusa gradually burgeon- 
ing out-of-home audience available 
through portable and car I'm. 

As the fm audience increases, it 
is bound to take away listeners from 
the established ams, and this is al- 
ready the case in many of the major 
markets. In spite of what the af- 
fected ams might think, this can- 
not help but to be beneficial to 
radio as a whole, because as radio 
continues to display its vitality, ad- 
vertising allocations into the med- 
ium should accelerate. 

But the time has come for fm 
station operators and agency media 
personnel to realize that fm is a 
big item today. We know, of course, 
that the New York I'm market is 
larger than the Los Angeles am 
market, but of greater significance is 
the fact that sets-in-use figures are 
up. More people are listening to 
more fm, and there are more sta- 
tions programing to fill the gaps left 
by unimaginative am stations. 

In case you think I'm anti-am 
radio, let me reiterate that not all 
fm is good and not all am is bad. 
This is not a case of "good guys" 
versus "bad guys." There are great 

ams operating today and some i\ 
them are reaching fm-type of at 
dience (WQXR New York an 
WNMP Chicago, for example 
Conversely, there are fms opera 
ing that reach audiences normal 
equated with the am level. V 
point is that the day has passe 
when fm stations must come to i\ 
advertiser, hat in hand, and a- 
for consideration simply because , 
is fm, and therefore good. Goc 
fm today is past the stage of sticl 
ing with its not-so-good fm bretl 
ern in the hopes of getting a piecj 
of a special fm budget. This is 
big, aggressive medium that is wi 
nessing the influx of real profel 
sionals into its management. Kaisel 
Metromedia, and Triangle are on 
a few of the major fm broadcasj 
ers. The time is rapidly passirj 
when a buyer will buy radio "bil 
not fm," because fm is radio, 
should sink or swim on that basl 
and if you look closely, you'll s<J 
that a good percentage of the fnl 
swim very well indeed. 

Richer in confers with /"\ associaU . Norman Perreault, as the two 
disi iiu an upcoming \/><>f campaign on Richer-repi esented stations. 



ED NUGENT: the facts and only the facts 

lam station representatives lend 
i spt iul loo much time presenting 
Loral facts about their station 
.(I its market," says Ed Nugent, 
n tfmebuyer lor William Est] on 
I- Ballcntinc Beer account. He 
j,t mined in the agencj from 
i\u\ Vdvertising, where for the 
pi year be was buyer for Get> 

bee's boh) products, Plaid Stamps, 
and Diri-KiU' Cora, The tfanebuy* 
it's time is limited,* 1 l <i continues, 
••;inil whfle be nurj be Interested in 
.i!i the vagaries ol a particular mar- 
ket, be wants the cogent fadi per* 

t : i i 1 1 i 1 1 l: l<> the rip's station as ipiick- 

l\ as possible. Too often the buyer 
has io listen to information thai is 
unite aside from the tacts he needs 
lo make a decision." V graduate 
of St. Bon a i cntu rc hi 1957 <B.s. 
degree in marketing), be spent the 

following lour Mars as a na\al 

lieutenant, serving the latter two in 
the Philippines. Ed Bret entered ad- 
vertising as a media analyst and as- 
sistant timebuyer on the Maxwell 

House account at Benton A Bowles. 
In 1962 he joined BBDO as an 
assistant buyer on the Pepsi ( ola. 
B. I'. Goodrich, and New York 
Telephone Co. accounts. He joined 
DWrch in 1963. Id got in a good 
deal ot skiing during this past win- 
ter. His other hohhies are squash 
and golf. 

Hot water, anyone? 

Ooea ii sprinkle hoi water?" asks Mt'lnor Industries customer, holding 
firm's ik« I:imii sprinklir. ( ompani recenth added stations in I .iir- 
n.mks, Vl.isk.i. to its |\ spot siludiili. Milnor's .id dim lor 

htlints there's no place m earth isn't .1 postanal auatwt tot the 

firm's I.umi .uid garden prodactl 

Beech-Nut Rum spots 

B c h N u l l 
.1 spot t\ campaign foi 

1: I B 

Promotion, now in • ets, vstli 

run through th 
B N - beav) expenditutt 
spol (.in estimati million 

spent during 1963) I he one-min 
commercials are aimed al a famih 

Eastman reps name new 
mgr. for New England 

Stephen ( Metei p irel has 
named New I ngland man 
Robert I I astman ( . national 
station representatives He comes 
to his ncu post from WBZ, Group 
W*s Boston outlet, where be bad 
been an account executive Prioi to 
thai he had been associated with 
( hambers and V\ iswell adverti 
in Boston 

Transit promo via spots 

I os Angeles Metropolitan Tran- 
sit Authority through Hornig-Coop- 
er iV Harrington, has started an ex- 
tensive spot radio campaign on \2 

stations to promote the system's 
transportation facilities Previous 
campaigns utilizing musical jing 
have contributed to MTA's profit- 
able operation (without a subsidv). 
says the authorits 

Rep appointments 

\ in I'iano tsOOdatOJ mieil e\- 

clusive national re p res e ntatives for 
kl'i B Pueblo, Colo kRIu I \ 

\bilene has appointed llollinghen 
( 0. its national rep H-K Repre- 

sentatives has Ken designated 
elusive national spot sales rep 
sentative i><r KRI/ Phoenix. 

Sabena wings into 15 
spot radio markets 

S tena Airlines is now in the 
midst ol an eight-week am-fm - 
radio campaign in 15 marl 
through Met 'ann-Marschalk. 

I he majority ol the spots feature 
the throat] ' ' s 

who sells service and th 
a lad) s club 

1 impaign slant is the result 
ol a profile Stud) of the airline 
traveler conducted b\ the 

* I 20 1964 



ARB says not all top 10 are mass-appeal laugh shows; some 
win because they supply no-comedy to the discriminating 

Malf of all television-watching 
families view between one and 
three of the top-rated 10 programs 
each week. 

On the extremes of the viewing 
band, however, fewer than 10% of 
the families see seven or more of the 
top programs, while another 10% 
never see any of the top 10 at all! 

These estimates were compiled 
from an analysis of a sub-sample 
of the November 1963 ARB TV 
National Report, as computed by 

ARB's Technical Director of Mar- 
ket Reports John Thayer. A break- 
down of the number of programs 
seen follows: 

Number of programs % Families 
None 9.9 

1 16.4 

2 16.4 

3 16.7 

4 11.1 

5 11.6 

6 8.3 

7 4.2 


Total 1 

From this analysis, it seems 
sible the more selective tv f« 
— those who watch a minority 
top programs — are the viewers w 
boost a few top 10 to their rx 


To explain the sample: Dur 
the week of Nov. 13-19 (the - 
week of the report), a total of 5 
diaries were selected at rand< 
and examined for viewing each 
the following top 10 programs: 
Program Ri, 

Beverly Hillbillies 


Dick Van Dyke 

Andy Griffith 

Candid Camera 

Perry Mason 

Donn \ Reed 

Pi i i icoat Junction 

1 \SSII 

Ri i) Ski i. ton 

In order to calculate a true f 
quency distribution, it was aec 
sary to work with a single wee 
diarj sample. Therefore, two 
cials (Bing Crosby and Culan 
Jane) that appear in sixth and 
enth places in the top- 10 list" 
of the published report, do not 
pear in this analysis since the) w< 
not telecast during the w( 
Nov. 13-19. Lassie and Red Sk 
ton, which appeared I lth and 1- 
m the published report, therefi 
became 9th and 10th ranked 

40 lor purposes of this study, 
al all other programs wore ad- 
; to take the place ol the 
fecials that were omitted. 

)M--I'K(K.K VM \ [EWERS 

■\ further analysis of the diaries 
d that, tit the families vicw- 
\ one of the top 10 programs, 
t one most saw was Bonanza, fol- 
1« ed b\ Pen \ Mason. I he follow - 
ii breakdown shows the pereent- 
a of one-program families that each of the listed produc- 

hi>runi ', families 

R>AN7\ 25.8 

I : <r> Mason 19.6 

Cnsa Run 12.4 

( mud ( wn k\ 10.3 

I »sii 8.2 

Ski i io\ 

Grii i i i h 6.2 

i > Hit t mi i ii s 5.2 

I K \ vs Dyki 3.1 

Hi ru o\i .M \< i ion .. 1.0 

I I m 100 
ionanza again led the list when 

ed on the basis of all families 
'tit viewed two of the top 10 pro- 
coupled with Candid Cani- 

the second part of the double- 
bing. A total of S.2 r < of the two- 

* I 20 1964 

program families watched that com 

Another 14. 295 ol these families 
watched either the Pern Mason- 
Candid ( amera duo (6.298 i or 
Bonanza-Andy Griffith (6.291 I 


I he most frequent) viewed two 
program combinations were: 
Programs '< Families 

BON w/\ 

Candid Cami ra 
Pi kk'i \i vson 

Candid Cami k\ 6 2 

Bon \n/ \ 

\m>i Grii pith 

Bon \\/ \ 

Donna Reed 5.2 

Pi RR1 \1 \so\ 

Vndy Griffith 5.2 

I \ss|| 

Candid Cami r \ 

I \ss|| 

Vndi Grii pith 

B Hn i mi i ii s 
Di< k Van Dy» 4.1 

Pi KKN \1 \sd\ 

I \ss|| 4.1 

Pi KK> \1 \S()N 

Bonanza 4.1 

Pi KRN \1 \so\ 

Pi rncoAi Ji m riON 4 I 


Ii Mil I llll I II S 


DONN \ Ri I i) 

( vndid Cami ra 

Pi kk> \i \siin 

Ri d Ski LTON 


Red Ske lton 3.1 

Bos X s,/ \ 

I'l i I K o\i Ji m i ION 
Ri ii Ski i ion 

Pi rncoAi Ji m i ion 

( )l III K ( OMBIN \IIons 

roTAi loo.o 

ITie most popular program-trio 

appeal mi: in the top 1(1 was /, 

Hillbillies-Dick Van Dyh Rt i Skel- 
ton. < M families \ lewing three 

the top- in rated programs • 
watched this program combination. 
Interestingly, of the 12<i diffei 
possible combinations, just slight!) 

more than halt the possibilil 
different combination 
in the nearlj 600 d 

icakdown o\ the most popu- 

lar thi imbinations, 

with the percent! 

progi im-view ing families, folio 

rams '< / 

[111 I Mil I II s 
\ VN PtKI 




Program % Families 

Donna Reed 
Perry Mason 

Candid Camera 3.0 

Donna Reed 

Bonanza 3.0 

Donna Reed 

Candid Camera 3.0 

Donna Reed 

VanDyke 3.0 

Van Dyke 

Perry Mason 3.0 


Donna Reed 

Bonanza 3.0 


Candid Camera 3.0 

Perry Mason 

Candid Camera 3.0 

Candid Camera 

Skelton 3.0 

Others 66.9 

Total 100.0% 


Of the families who watched just 
four of the top 10 programs, slightly 
fewer than half — 46.2% — tuned in 
to Beverly Hillbillies and Dick Van 
Dyke in combination with two 
other shows. An interesting fact in 
the popularity of these two is that 
they are programmed back-to-hack. 
Thus, in this study at least, the 
network rule-of-thumb — line your 
st length up in a row in order to 
win. and hold, the evening's audi- 
ence — appears to be corroborated. 

Another significant fact is that 
the most frequently viewed four- 
some was comprised whollj of 
comedy programs — Beverly Hill- 
billies. Dick Van Dyke, Andy Grif- 
fith and Red Skelton. Of all fam- 
ilies who watched tour of the top- 
pers, 6.29? saw this combination. 

Following up, as favored qi;- 
tettes, were Perry Mason, Bonati 
Candid Camera and Red Skein, 
seen by 4.6% of the families, d 
Beverly Hillbillies. Dick Van DM 
Lassie and Candid Camera, seen y 
another 4.6% . 


Families who split the top 
evenly by watching half of thi 
during the week of Nov. 13 9 
showed the strongest preference f 
the combination of Beverly h • 
billies, Dick Van Dyke. Ai\ 
Griffith, Perry Mason and Bonar.'. 
Nearly 6% (5.8%) dialed in 3 
that group. The other most popi r 
combinations, each with 4.4^ I 
the five-program families. « I 
Beverly Hillbillies, Dick 1 an Dy . 
Andy Griffith, Red Skelton ;J 
Petticoat J miction as one w inn J 
team. The other: Beverly Hillbili. 
Dick Van Dyke. Candid (ami . 
Red Skelton. Petticoat Junction 


Of families watching six p - 
grams. 8.29? chose the follow : 
10 combination: Beverly Hillhilli. 
Dick Van Dyke. Candid Came. 
Andy Griffith, Red Skelton. I\ 
coat Junction. The other most I 
qucuiK watched combination 
sixes were Beverly Hillbillies. D 
1 an Dyke. Bonanza. Andy Gi 



Skelion, Petticoat Junction, 
«en b> 6.195 and Beverly Ilill- 
Hikes, />aA Van Dyke, Pern Ma- 
in, Bonanza, Red Skelton, Petti- 
oat Junction, also soon h\ 6.198 . 
Vnother 6.195 combination is 
ieverl) Hillbillies. Dick Van Dyke, 
\ndy Griffith, Red Skelter. 
md Petth out Junction. 


the relative!) few families 

i that tuned in to seven of 
he top programs, 12'' saw all 
hows except Donna Reed, Bonanza 
nd (undid Camera, and another 
watched all except Donna 
Perry Vfason and Lassie. \ 
hird 12'- omitted Donna Reed. 
'err\ Vtason a\\<.\ (Undid Camera. 
The same pattern ot exclusions 
ccurrcd among the eight-program 
amilics In total. 45.895 of those 
said the) viewed eight ot 
he top 10 programs excluded 
Mason from their diary en- 
I xactk one-third ol the 
ight-program sample excluded 
tomui W('( ( / and another third 
•muted Bonanza. Eight-program 
Bmilics accounted lor onlj -'• 
•' the entire 593 families, howevei 
Only two of the top It) were 
leluded in all diaries of the eight- 
:m families: Beverly Hill- 
Mies and And\ Griffith. 

;ll families m the total sample, 

just 1.295 or seven families, 
watched nine ol the top lit pro 
grams. Just three ol the top In 
were excluded from all then list- 
ings Perry Mason (excluded b) 
42. V , ). Donna Reed (In 42. 995 i 
and / assie (b) 14. 295 >. 

1 bus, the conclusion thai a select 
few of the top 10 programs can 
likelj credit their high degree ot 
success to the somewhat more selec- 
tive I \ tans thos v ' who watch a 
minont\ of the top M> shows, rhese 
"select lew" tend, tellingly, to be 
those programs that i.\o not rel\ on 
COmed) as their mam attraction ■ 

pnl 20 1964 



TvB honors five 

Norman Cash, TvB president, 
has awarded the Bureau's annual 
salesmanship awards for outstand- 
ing creative selling at the Selling or 
Sailing? session of NAB's Chicago 
Convention. Competition was open 
to all TvB members who sell either 
tv time or programs and was based 
on sales skills and ingenuity, plus 
the degree of planning and organ- 
ization detailed in the approach. 
Winners were: 

Warren Anderson, WREX-TV 
Rockford, who sold a program 
called Freedom University of the 
Air to 65 clients in a season, not by 
showing the program but by sug- 
gesting how each could relate his 
product to it. 

L. H. "Curt"' Curtis, KSL-TV 
Salt Lake City, whose special pres- 
entation to local food brokers 
and manufacturers' representatives 
boosted the market as a spot in- 

Arthur Harris, WRGB-TV Sche- 
nectady, whose Vermont dairy 
client was not licensed to sell milk 
in N. Y. state, but who was shown 
that the station covered the full 
territory in which it could sell. 

William Knowles, WOOD-TV 
Grand Rapids, whose store client 
entered tv for the first time. 

Paul Weiss, WTVJ Miami, who 
sold a local tire company on a spot 
announcement campaign in sports 

All winning case histories will be 
added to the TvB film library and 
made available to all TvB member 
stations for study. 

WBOC-TV Salisbury, Md.: New 
rate $175 per evening hour, effec- 
tive May 17. Former rate $150. 
WDSM-TV Duluth: New rate $700 
per evening hour, effective June 1. 
Former rate $650. 
WEWS Cleveland: New rate $2,750 
per evening hour, effective July 1. 
Former rate $2,600. 
KTVF Eldorado, Ark.: New rate 
$450 per evening hour, effective 
Aug. I. Former rate $400. 
WJA( I \ Johnstown. Pa.: New 
rate SI. 250 per evening hour, effec- 
tive Aug. I. Former rate SI. 1 50. 

WDAM-TV Hattiesburg, Miss.: 
New rate $250 per evening hour, 
effective Aug. 1. Former rate $200. 
WLEX-TV Lexington, Ky.: New 
rate $350 per evening hour, effec- 
tive Aug. I. Former rate $300. 
WBTV Charlotte, N. C: New rate 
$1,575 per evening hour, effective 
Sept. .6. Former rate $1,525. 

Time-Life broadcast 
scans Scandinavia 

Time-Life Broadcast continues to 
expand total revenues in its sub- 
stantial contribution to Time Inc. 
profit picture (reported record in- 
come of over $14 million or $6.55 
per share up sharply from $4.76 
in 1963). 

Broadcast division continues to 
increase operations internationally 
with recent entry into STV, newly 
formed Swedish tv firm planning 
program production for Scandina- 
vian countries. Other overseas op- 
erations are: pay tv experiments 
in United Kingdom, program pro- 
duction in Latin America, and Du- 
Mont-Time TV, Cologne, produc- 
ing for German tv. 

Recent FCC approval of KERO- 
TV Bakersfield, purchase raises to- 
tal of tv stations to six. Time 
also plans New York Stock 
Exchange listing, three-for-o n e 
stock split and increase in dividends. 

Offbeat fare does fine 
on Florida station 

The program chief at a Florida tv 
station has inked some strange 
sports into the schedule, but so 
there's no scarcity of sponsors. 

WFTV's mobile tape truck will 
be on hand in Winter Haven, Fla.. 
April 24 to tape the Grand Cham- 
pionship Finals of the Fifth All- 
Florida Orange Dessert Contest in 
which 12 finalists will compete for 
prizes totalling $10,000. The half- 
hour program based on the two- 
das taste-treat event will be tele- 
vised April 26 on a six-station net- 
work including WEAR Pensacola: 
WLBW Miami; WCTV Tallahas- 
see: WFLA Tampa: and W.I \ I 
Jacksonville, under the sponsor- 
ship o\ the Florida Citrus Commis- 
sion (which also sponsors the ac- 
tual competition), Tupperware, and 
Public Markets. 

The station is also making a 
hit with Karate and Judo instruj 
tions. The Orlando School of Sel 
Defense presented a half-hour der 
onstration program late one Sunc 
night and one announcement on 
children's program. Almost $5,( 
worth of training courses to lc 
adults and children are traccab 
to the two telecasts, and the Schc 
is tossing over its newspaper ac 
vertising in favor of an extende 
WFTV campaign. 

Academy, NBC ready 
Awards program 

Nominations for the 1963-6; 
Emmy Awards will be announce 
by the National Academy of Televi: 
sion Arts and Sciences on April 2S 
after five days of screenings in Ne\ 
York by the National Awards Coe 
mi tee. 

Meanwhile. NBC-TV, which \\i 
telecast the industry awards fc 
10th consecutive year, is makin 
final plans for the 90-minute pre 
duction which will originate fror 
the Hollywood Palladium and th 
Texas Pavilions of the New Yorl'l 
World's Fair. May 25. Joey Bishoj 
will emcee the west coast portioii] 
and E. G. Marshall, the New Yorl 

Timex Watches and Libby. Md 
Neill and Libby will sponsor the 
awards, which will cover 27 cate- 
gories including programs, perform- 
ances, directing, writing, cinema- 
tography, electronic photography 
and film editing. The Internatior 
Award and The Station Award 
two special honors created last year 
will be presented again this year. 

FCC actions 

An uphill struggle has been WC 
bj a New Jersey tv corporation and 
a Milwaukee station got the 
ahead on a power increase, in 
cent actions by the FCC. 

New Jersey Television Broadcast- 
ing Corp.. formed in 1961 by Ed 
Copperstein, got Commission ap- 
proval to locate its antenna and 
transmitter atop New York's Em- 
pire State Building, alter extensh 
studies by the Building as to 
feasibility of adding to the six com- 
mercial and two educational static 
antennas already there. Compfl 
will now build WNJU-TV Nev 


Ill channel f '. the lust ncv* com 
nerical station in the nation's larg 
•st I \ market m ovei 1 6 years 

wok^i Milwaukee will increase 
is transmitting powei to 5 kw from 
is current I kw It's owned by Bai 
til Broadcasting 

Distaffers' Tulsa meet 
;et for early May 

I he competitive sales picture ol 
idio and t\. .1 ncv» concept in 
. rate cauls, and .1 projection oi 
rising 1980 will be among 
M subjects discussed in simultane- 
ih panel sessions .is pari of the 
pooming 1 3th annual convention 
if the American Women in Radio 
nd I ele\ ision. 

Rie program will be devoted to 
hite simultaneous panels. Panels 
iul theii participants are: 

Advertising and Sales Jake 

.vans. I \ B v.p.; I ce Fondren, 
I / Denvei mgr. and sales dii .. 
JO! chairman of CBS Radio \t I ili- 
Martin I Nierman, Edward 
etrj exec, v p.; and John (). Whit- 
.\. Whitney Advertising Agency, 
ulsa. Moderator will be Julie Ben- 
I, women's dir. ol \\ I'AA stations, 
alias, and food editor of the Dal- 
s Morning News. 

Programing and Production — 
obert II forward, head of own 
Mnmunications consultant firm, 

- Angeles; Robert B. Hudson. 

iming \.p.. NET; Lucy Jar\is. 

B( News and Public Affairs pro- 

and I homas J. Swafford, 

Dl I Albuquerque pres. and gen. 

Moderator Lucile Mason is 

t! dir. at Compton. 

• Film Gene Allen. Special Pro- 

ets i nit, \\ k 1 Television, Okla- 

>ma City; William Mart. Screen 

ems midwest sales mgr.; R. k. 

pitz, executive v.p. kcit/ and 

prndon, Dallas, specialists in tv 

mmercials and business films; 

>ben Stabler. Filmaster president 

\ \B president LeRoj Collins. 

I commissioner I rederick lord. 
■ d Leo Burnett executive vice 
^sident I conard Matthews form 
nel ol an industry roundtable 
' for Ma\ I Moderated In Wash- 
Post radio- 1 \ editor I aw- 
1 anient. the\ will discuss 
'he Broadcast Industry," with 
iiphasis on congressional investi- 
pions and hearings, limitations on 
ommercials. ICC regulations, the 

I .unless Docti iik and cditoi ializ- 
mi' limitations. 

■ Aew I developments in Audic ik. 
Measurement" will be the subject 
oi the mdiisir\ panel on May 2, 
with \B( \ p Hugh Beville li 
R \B president I d Bunker, Wt M 

I \ Philadelphia g( neial man 
John Schneider, and Nielsen vice 

president in charge ol the central 
tei 1 itoi ) \s illiam w yati 

I he ( omentum, with the t Ik in 
/ reedom 0/ ( ommunications Right 
and Responsibility, will be held in 
the Mayo Hotel, I ulsa, April 
Mas 3. 

Red Quinlan to Fields 
Enterprises to 'evaluate' 
electronics future 

Sterling (Red) Quinlan, formei 
ABC v.p. and general managei ol 
& WBKB here, has joined 
Field I nterprises in an executive 
capacity and will "explore .\od 
evaluate future course ol the elec- 
tronics field," announces Marshall 
Field, Jr.. president. 

"Progress in I III Broadcasting, 
as well as in the established pattern 
of VHP. ma\ oiler exciting possibil- 
ities in the areas of education, com 
munication, and entertainment 
said Field, "areas m which Field 

Enterprises is already engaged. 

West coast broadcasters 
cover quake, lend a hand 
rypical of main is this news 
room scene tight alter the Alaskan 
earthquake and tidal wave, as 
broadcasters worked around the 
clock to cover the happenings and. 
where possible, to oiler help. Here 
Sam /ellman (rl western bureau 
chief. CBS News, checks storj and 
picture with Bill Robisofl (c) ot 
kIRO Seattle, just returned from 

on lh( spot n porting in >■ 

I ik, klk< ) and man) otl 

tlxlls. kl \< 1 \ .cllt 

on the ah with dii 

help I Ik i. 5>ult 

I he Strategic Ail < 1 immand lent 

fOUl lets which Weit loaded with 

( alifornians' donations 1 »l 1 
clothing and lupplie! worth n 

than n I million When Seward 

broadcaster Raj Doyk notified 
newsmen that the town $ radio 
transmittei had been destroy d S 
attle station k\ I began a u irch, 

found a 2 S <' watt Unit thai had been 

retired by k \P \ Raymond, Wash . 
arranged foi ( > \ < Motoi I n ight 
to cart K to Seattle at no charge, and 

Northwest Orient \irlmcs tO 
it tree to \nelioi 

Signing on the dotted lino 
\s the final papers were signed in 

New \ ork April I . I alt Bi 

ting acquired seven AM, I M and 
l\ stations from [Yansconlinental 

Television ( orp (see M'< >NS< >R 
Friday at 5, April 6) in the lai 
transfei ol broadcast in 

history Seated <l-r> are Tift ti 
surer Dorothy Murphy .11' I 
CUtive ( onimittee chairman I 

I red Schoellkopf IV; and Lift 
board chairman Hulberl 1 

Standing are I I ( president David 

( Moon I alt president I 

II Rogers II and l l ( din 


Chicago retailer buys 
2-hour Negro talk show 

\ Ison Bros Furnitur< s 
has bought full sponsorship ot 

/ rget a new two-hour weekly 
Negro discussion program on 
\\( 11 ( hicago 1 Ml ch mnel 
Produced i v . Fred w all general 
manager ol th< l 1 

the program follows Bullft 
S irdays 

Til 20 1964 



The forgotten 51st market 

How to do business — profitably — if your radio outlet 
is in a medium or small community; the knowing advice 
of a bright young man who, at 34, heads his own rep firm 

not included in the top 50 might 
just as well be in Australia. Alto- 
gether, they comprise what is just 
the 5 1st market. 

So says Sam Brownstein, 34- 
year-old general manager of the 
booming three-year-old radio rep 
firm. Prestige Representation Or- 
ganization. "This attitude can be 
understood," Brownstein continues, 
"if one realizes that most buyers 
spend almost all their time and 
budgets buying the top 50. An 
intimate knowledge of anything 
smaller is simply a luxury they 
generally cannot afford." 

There's no dispute that stations 
in the giant 50 markets do domi- 
nate national/regional billing. The 
FCC report on 1962 radio billing 
corroborates that the top 50 got 
68.6% of total national and re- 
gional spot dollars — leaving less 
than 32% of national and regional 
spot dollars to be divided among 
thousands of radio stations in other 

"These figures point out an ob- 
vious relationship," Brownstein 
continues. "A station in the 51st 
market has more in common with 
a station in the 246th than it does 
with one in the 49th market!" It 
is to these "have-not" markets that 
he gives attention. In fact, his 
PRO firm sells only for stations 
in such markets and also limits 
the number o\ stations it will rep- 

Brownstein emphasizes vv i t h 
conviction that stations in medium 
and smaller markets can increase 
their billings hv attracting more 
national regional advertising dol- 
lars into their markets. "Jusl two 
or three or five reasonably sub- 


stantial new accounts a year can 
represent a tremendous increase in 
billing to a station in just a few 
years," he says, "especially if most 
of them keep renewing." 

Discussing radio, where the 
problem is magnified because of 
the number of stations, Brownstein 
says that only a modest sales pro- 
motion budget is required to meet 
the challenge. "The major cost 
will be in time — and that at the 
outset. Thereafter, as habits and 
systems are put into operation, 
time demands become minor." 

Also, he restricts his recommen- 
dations to station-level activity, not 
work to be done by the station rep. 

He suggests these ways to attract 
new business: 


The first of two basic qualifica- 
tions that a station itself must 
meet is that it must have real im- 
portance and strong impact in its 
community and the area it serves. 

Ratings, he feels, are only one 
way to demonstrate impact — and 
not always the best way. "Ratings 
alone rarely tell the story that must 
be told to persuade an advertiser 
to add your market to his top 50." 
the representative insists. "Station 
management should operate on the 
premise that sooner or later the 
most experienced buyers and media 
executives at the major agencies 
are going to get a picture — ac- 
curate or warped — of the accep- 
tance of the station by local adver- 
tisers and listeners." Mam will 
be as influenced bj that picture 
as thev will be bv ratings. 

The second basic, of course, is 
that the station have a national 
rep interested in the outlet and 

capable of doing its job. 

Brownstein notes, "Even a poc 
station with no representative m 
manage to get some national oil 
ing. It happens. But it is the e? 
ception. Competition being wh; 
it is, these exceptions tend to tj 


Before getting to constructiv 
steps for increasing billing, th, 
young rep firm head sugges 
clearing away some misconcep 
tions. Unfortunately, he note- 
while these steps are of small c 
no value, they've been used s 
often that some people believ 
them important: 

1 . Don't depend solely on ra 
ings to tell your story. This : 
playing right into the hands c 
the major-market stations, sine 
it's the technique upon whic 
they often rely. They cite ratine 
because ratings show them to ao 

2. Don't try to cut your rate 
to lower your cost-per-thousanc 
Because most smaller stations can 
not compete in terms of total ai 
dience, they'd have to lower rate 
so drastically that they'd eliminat 
any possibility of making a profi ; 

"The pity is that establishin 
'bargain' rates isn't even neces 
sary," Brownstein explains. "Th 
approach must be first to demon 
strate that the market and the si.. 
tion have value to the advertiser 
Price is secondary, so long as 
is fair." 

3. Don't m a k c overzealou 
claims. Often, exaggeration be 
conies a weapon against the user 
Being caught in a single mistTUtl 
can cast doubt on the credibility 



I .1 latei important fact 
would otherwise and should 
be accepted 

"In fact, there arc times when 
icaling down the truth is neces 
s.n\ to win credibility," Brown 
jtein ,k!\ ises " I hal may sound 
tdd, but sometimes the truth 
leems way out ol perspective. In 
Mkh cases, ii ma) be besl to tell 
less than the truth in order not 
to be suspect." 

4 Don't "spin vour wheels," tr\- 

M to get .ill national advertisers 

■ run .1 schedule on your station 
In the main, the obstacles are for- 
Bidable and the cost ol the effort 
too expensive, when considered in 
Ik'ht of such effort's infrequent 

Converting non-radio national 
advertising accounts into solid ra- 
dio users is a kind of pioneering 
more effectivelj done by trade as- 
sociations, such as RAB, which 

lias [Ins as a major goal 

5 Don't trv to gel e\er\ radio 
account that's running in a nearb) 

■skint market to buy time on your 
station. It's natural to envv na- 
tional accounts on a nearby, ma- 
jor-market station, but temper your 
BOvy, he advises. \ smaller sta- 
tion probablj will never gel most 

■ such accounts \nd even the 
feu it does uin ma> prove im- 
practical from a costs-results con- 

6. Don't depend totally on your 
station rep. No rep ean do an 
outstanding job without regular in- 
formation and cooperation from 
the station The less help from the 
station, the more likelv the rep 
1 fail. "Station representatives 
are merelv sales arms that must 
He used properK to be effective," 
Brownstein explains 

DISC ON I R|\(, 

You, yourself, must discover 
vour market before you ean ever 
expect a national advertiser to do 
ID, he continues i ou mav be so 
•familiar with vour area, in fact, 
that you overlook important facts 
Therefore, start out b\ taking in- 
ventorv . 

Consider your measured COVCT- 

rea Manj stations, especially 

those in Inch densit) areas, don't 

■ave real impact everywhere thev 



PRO account execurivt ' ^:<in points om that all the nations m smaller 

markets together ;■■ t U\s national-regional spot than the fen located in the top /" 
markets. Such spot revenue mas determine stations profit or / 

m I 1 >k2 averaged almost 174,000 in category, lost nl onl) * 4 

s,un Brownstein, general managei P R sentation Organization i 

oj PRO-represented stations, depicting I national-regional spot 

new-to-radio /'/i»mi u. .<■)', ',n,u,i!s ;-', .„ competitors Moral s bust- 

m ss from sponsors not currently m raJio m soar marl 


257. 34-7. 


Apnl 20 1964 



I Since most of the matters cited are already known rather than any- 
jj thing startling new, it's evident that one reason they're not done 
I more frequently is mere neglect. The pay off comes, not from know- 
| ing hut from doing them, so here is a check list of worthwhile opera- 
1 tions to perform: 


I. Determination and proof of market 

a. physical coverage 

b. socio-economic composition 

c. mail response by volume, location, sex, age 

d. professional survey 1 

e. local accounts by type, location 

f. successful accounts by location, type of customer 

g. comparison of current programming with all the 


II. Getting leads 

a. list oi spot radio brands 

b. monitor other local stations 

c. monitor other nearby stations 

d. monitor stations in nearby giant market 

c. compare accounts in other local media with radio 

advertisers in giant market 
f. trade journals 
HI. Sales tools 

a. promotion or merchandising reports 

b. coverage map [ 

c. rate card 1 

d. Standard Rate & Data listing [ 

e. other promotion 


I. Making calls 

a. cultivate local man of regular account 

b. see local man on potential account 

1 . to learn needs of account 

2. to get station recommendation 

II. The presentation 

a. basic story 

b. sizzle m 

put their signal. Factors other 
than mere physical coverage that 
help determine impact include pro- 
gramming formats, news coverage, 
network service, competition, and 
the like. And where a unique 
broadcast service is important, lis- 
teners will put up with a weak 
signal in order to get that service. 

"That doesn't mean that the let- 
ter your station got from the I D 
ion of South Africa is now going 
to assume importance."' Brown- 
stein points out. 

Regular mail can he an im- 
portant indicator of your station's 
impact, however. "A mail count 
and analysis by community or area 

can give you a pretty good idea 
of where your station is strong 
and just how strong." Other meth- 
ods: hiring an independent surve\ 
by a professional firm or analyzing 
your own local sales — i.e., areas 
in which you have greatest success 
in selling local businesses are cer- 
tain to be areas of strong impact. 
And these areas should coincide 
with survey reports or mail anal- 

Such methods may also reveal 
some big gaps in your impact 
aua II you're not reaching the 
audience \ou believed you were. 
analyze the situation and take re- 
medial steps. 



Once you"ve determined your^ 
impact area, put the facts to work. 
But rememj?er that advertisers, 
even though they buy by areas, 
aren't interested in geographical lo- 
cations; they're really interested 
in the people there. 

To start pinpointing your mar- 
ket, you'll want to determine who 
the people are that do live in your 
area. Don't just count them. Be 
able to answer these questions 
about them: What are their major 
types of employment? If indus- 
trial, what are the industries and 
what unions, if any, are active? 
If rural, what kinds of farming or 
other activity? What are the ma- 
jor crops, animal and human farm 
populations? What is the income 
level? Are ethnic, racial or re- 
ligious groups prominent in your 

If your questions are searching 
enough, Brownstein holds that 
you'll have broken down the popu- 
lation of your impact area into dif- 
ferent groups. Then find out the 
numbers within each group, again 
by survey, mail analysis, or what- 
ever. "Your station could contact 
each person who's written in dur- 
ing a specific span of time in or- 
der to determine their age. sex, 
socio-economic level, listening hab- 
its, etc. 

"Chances are good that the re- 
sults will hold no great surprise 
for you when viewed in the light 
of your programming." Brown- 
stein says. "The difference is that 
now you have evidence to docu- 
ment for others what you've al- 
ways known." 

Another area of useful selling in- 
formation is a listing of the local 
advertisers that have successfully 
used your station. Sometimes the 
advertiser won't tell you just how 
well you've done for him. Usually, 
he doesn't have to. The man who 
keeps renewing, perhaps even ex- 
tending his use of your medium, 
must be getting results. 


Now compare your commercial 
successes with your programming. 
mail analyses, population groups 
and surveys, if any. You'll pretty 
well have the measure of yoUt 
unique market, both geographically 
and sociologically. Comparisons 



will probably indicate, too, what 
times vour station is most effi- 
cfentl) reaching an) particulai 
group within youi market. 

Now, in inward-looking, turn 
ihi^ information into commercial 

\ doubt, certain types ol prod- 
ucts are hca\ ilj used in youi mat 
kct. some consumei goods arc 
marketed generally, others foi pai 
ocular purposes. Make up .1 list, 
In brand, of these products, Brown 
sti-m advises. Don't list .ill possible 
products only those thai are 
heav) users of s|-H>t radio, national!) 
,>r regionally, like beers, breads, 

It's not necessar) to learn which 
brands sell the most, iust those 
that sell a lot. It in doubt, .1 quick 
check with wholesalers and 01 
leading retail stores will doubtless!) 
give you the answer. Ibis infor- 
mation will meld with your mar- 
ket data, and you'll likel) see at 
once main similarities between the 
products sold and the people you're 
prepared to prove your station 

"Increasingly, advertisers and 
their agencies are trying to extract 
just this kind of information about 
the stations the) use most those 
in the giant markets."* the PRO 
chief emphasizes. "But progress is 
slow because these markets are 
complex. In the smaller markets, 
there aren't so man) complexities, 
however. I ven a simple mail anal- 
ysis will give strong indications 
at very little expense." 

"Having gathered this informa- 
tion, your station will ver) likel) 
blrve more specifh data than the 
larger stations have about their gi- 
ant markets B) delivering such in- 
formation to both advertiser and 
agencv. sour station is in a good 
position to take awa) business 
from the station in a giant market 
that is unable to demonstrate that 
it concentrates as much value per 

\l>l)lll<>\ \l I I IDS 

Back home, youi] want to take 
advantage of other opportunities to 
learn about accounts that should 
be using your station: 

Monitor other stations with- 
in vour own market las you prob- 
abl\ alread) do in seeking local 

accounts) to learn the national 
•nal advertisers active th 

I isltii to stations in inarltv 

communities ol about the ianx 

si/e a\\<.\ market composition as 

yours l he) ma) have an advei 
tisei who could also be runn 
in youi cit) 

Monitor stations in llu- nearest 

jiiani market in search foi national 
regional advertisers, but onl) it you 
have a particulai advantage thai 
could realisticall) lead to a sale 

I 01 example, you ma\ be able to 
prove that yOUl station hits a ma 

jor advertiser's farm target via a 
popular early-morning show, at 

low cOSt and without "waste'' au- 

dience that could be important if 
an advertiser is currentl) trying to 
reach such a group via high-cost 
effort in a nearb) giant market. 

Or you ma) have an "in" that 
could help, whether it is a personal 
friend in a ke> post or the local 
location ol .1 specific plant. II — 
because ol these unusual eireum- 
stances you feel that, contrar) 
to the earlier advice, you can con- 
vert a major league non-radio ad- 
vertiser into a "believer," then en- 
list the help ol your station rep 
and go alter the business with a 
vengeance. "The entire industr) 
will applaud vou ii you're success- 
ful," this experienced executive 

\lso check \our local news- 
paper for insights into some na 
tional advertisers that use radio 
in the top 50 markets, but onl) 
newspapers at your level. Since 
you'll undoubtedl) know the local 
paper's limitations, your pitch be- 
comes a straight radio-vs-newspa- 
per sales approach 

keep abreast ol trade journals 
in broadcasting and advertising, for 
they'll often divulge an advert 
who's planning a radio campaign 
in or near umr area I he informa- 
tion ma) spark a\i idea that will 
help vour station. I rom the same 
sources, vou can also learn what 
other stations arc doing to build 
sales, launch promotions 

M -\kl SOM1 CALLS 

In at least 51 )* I ol the new mar- 
kets added to a sponsor's list, me 
dia people "won't even considei 
adding it without prool ol 5| 
cific interest on the part of local 

pl< who ^ II trtM j rod 
youthful bi 

plains I hn 11 and I 

sales calls on local distributi 

brokers, wholes ties man 

even salesmen who 
Cit can be mi| 

1 .mi in getting nev. accounts. 

rdinate such ett.>its with 

yOUl national up I he 

tells vou lli tisei ml 

m vour market, that advert 

COmes important enough to merit 

a call on his local representat • 

Getting the local man tO write 
a letter ol icconiniciidalu'ti 

both his market and vour station) 
can be as difficult and jusl 
rewarding - as making an out- 
right sale. It'll be "a big leap 
waul'' towards getting the account. 
Hut make sure he sends it through 
his own eonip.uiv channels, no! 
directl) to some one vou mav hap 

pen to know at the agenc) M 

companies prefer not to I' 

Besides nursing potential 

counts, be sure to take good >. 

ol the clients vou alread) h 

I his is the proverbial Stitch m 
time. When problems arise or hud- 
gets are suddeiilv cut back. ha\ 
the local influential ol vour cur- 
rent accounts on your sale < 
help prevent abrupt cancellations 

IM W.l\ \ll\ I 
PR] SENTA1 lo\s 

"\ spark ol imagination can of- 
ten turn a routine presentation into 
an extraordinary sale." s a > s 
Brownstein, a graduate of th< M - 
souri I niversity's school ol jour- 
nalism and holder ol M 
degree in radio-t\ journalism. 

First, he advises, analyze the 
goals of the advertisei (Oil compan- 
ies want credit-card applicants, soft- 
drink bottlers want to 1 

l h e n devise methods fo r 

achieving his goals. 

is sell time," Brownstein 

savs tirmlv Regardlc: the feel- 
ing about merchandising, it m 
not prevent a station from 
ing something with 

can lim 

alread) on the station." 

Right nOW, lie i 

the telephone companies in the B 

April 20. 1964 

System is experimenting with radio 
ski reports. "The station installs 
special phone equipment to record 
the latest report and then makes 
it available on a 24-hour telephone 
basis. Since the area requires extra 
charges to reach it by telephone, 
the company has already deduced 
from test situations that the addi- 
tional telephone traffic to the spe- 
cial number is sufficient to pay for 
sponsorship of the entire radio ef- 


Even marvelously creative ideas 
that work are not quite enough, 
Brownstein warns. You also have to 
let key people know what has been 

Reports of ideas and merchan- 
dising activity must be reported to 
the advertiser. The form is less im- 
portant than the fact; a neat type- 
written page will turn the trick. 
The idea is to state what was done, 
how and when, with as much proof 
as possible that it actually was ac- 
complished. Rating points, total- 
homes delivered, color photogra- 
phy, letters of commendation are 
all optional inclosures. The final 
part of the report, never optional, 
is a summary of your station's ba- 
sic story. 

Send copies of this promotion 
report to the local wholesaler or 
distributor, the agency buyer, the 
account executive, and the adver- 
tising or sales manager of the cli- 
ent company. Send your rep copies. 
too, so he can distribute — and file 
— some. While it may seem ex- 
cessive to produce so many copies, 
wide distribution is assurance that 
mi breakdown in the chain will 
prevent your story's getting through 
to all those who can influence buy- 

Other, equally useful, sales tools 

Coverage maps: It should get 
across the basic facts of the station 
and its market without crowding, 
cluttering or distracting. The prob- 
lem isn't so often that there's too 
little — or too much — informa- 
tion; rather, too frequently, it's not 
the right information. It should 
show clearlj the accurate physical 
coverage, the most important facts 
relating to the value of the station, 
and the character of the station. 


Rate cards: Because the tradi- 
tional rate format is, in fact, out- 
dated, rate cards frequently lose 
out as sales tools. "Certainly, no 
li S. radio station can now defend 
listing different minute rates for 
one, thirteen and twenty-six time 
use within a year," Brownstein 
holds. "Radio is simply not bought 
that way anymore!" 

Standard Rate & Data Service: 
While few stations subscribe, it 
would be virtually impossible for a 
rep or agency media department 
to function without it. Discover the 
opportunities for additional free 
listings: participating programs, 
specialized programming (some of 
it under individual headings) and 
other information is printed free 
of charge. 

Brochures or sales presentation 
covers: Even the strictest budget 
can allow the ingenuity and mimeo- 
graph format that, used with im- 
agination, provide inspired data 
sheets that mean a sales plus. 

Paid advertising: If you can af- 
ford it, be absolutely certain you 
use it properlv. "All too often, paid 
advertising of radio stations is 
downright poor." Brownstein 
states. Analyze your own problems 
and roals, then use the advertising 
to help achieve them. 

If you can't afford solo adver- 
tising, one of the most promising 
new promotional methods is the 
combination ad or presentation by 
all stations in a single area in order 
to sell their market. 

As with any advertising, these 
concepts can be worked into smart 
sales ideas, low cost enough to fit 
virtually any budget. However, a 
one-time effort is rarely sufficient, 
so a full campaign should be plan- 
ned before anything is undertaken. 

Putting all these suggestions to- 
gether will not. certainly, change 
the size of your market. Sam 
Brownstein admits. But it will, he 
insists, change the way it stands in 
the eves of buyers and media 
heads, the customers that you, as 
an advertiser, wants to reach. ■ 

54 Michigan stations 
on-air editorializing 

Three more stations in Michigan 
have begun editorializing since the 
first of the year, bringing to 54 the 
number of the state's radio and TV 

stations engaging in the expression \ 
of views. 

This is the finding of Prof. Ben 
Yablonky of the Michigan U. jour- 
nalism department who, assisted by 
graduate student Jack Mitchell, 
doing a study on the state of editor- 
ializing among the state's 132 com- 
mercial stations. Twenty-seven sta- 
tions did not respond to the survey. 

The total revealed by the re- 
search shows a dramatic jump from 
1949. when one Michigan station 
editorialized. It appears that 1961 
was a turning point. In that year 
alone, ten stations presented their 
first editorial; six more began in 
1962; 20 in 1963. 

All but two of the stations that 
editorialized comment on local af- 
fairs; 32 also discuss state issues; 
and 21 deal with national and inter- 
national problems. One confines it- 
self to sports. Independently owned 
and operated stations seem more 
likely to editorialize. Thirty-one of 
them said they do. 25 do not, and 
19 didn't reply. The correspond- 
ing figures for chain-operated sta- 
tions are 23 yes. 26 no, and nine 
no answer. Not surprisingly, of the 
14 Michigan cities where a single 
firm owns both a newspaper and 
broadcast station, only four of the 
stations editorialize. 

The survey was made to supply 
basic data for a continuing study 
of broadcast editorials which will ul- 
timately cover the content of edi- 
torials and station policies regard- 
ing them. 

Ohleyer to manage 
WIBC Indianapolis 

Robert F. Ohleyer has been ap- 
pointed station manager for \\ IBC" 

Having joined 
WISH in 1944, 
Ohleyer was an 
integral member 
o( that station's 
staff until the fall 
o\' 1963, serving 
in the mid-50's 
as sales manager 
for both radio 
and TV, and tor 
the past lew years as station man- 
ager for the radio station. He re- 
tained this position when the station 
was sold in 1963 and became 



_aunches awards program 

rhc IK I s has taken ih long 
liscussed plunge into the area pi awards to broadca >l< is 
(sown collectively as the I 

Honor, the awards will diffei 
rod man) others in field by i 
liang, rathei than pi . the 

wople whose "eonccpts, 
our age, and capabilities in the use 
>!' the electronic media make this 
ndustry great." 

First presentation will be June 
i at .1 Waldorf-Astoria banquet. 
I Ik- activity for which an individ 01 organization is to be honored 
nus! have occurred in the year be- 
tween \pnl 15, 1963, and \pnl 
5, 1964; nominations maj be 
nade by any membci ol IK is and 
nust be submitted before Vpril 2 e » 

The categories are: 

Showmanship: To an individual, 
tr organization, that has conspicu- 
>usl) displayed a special flair in 
he use of radio or tv. 

Outstanding radio and t\ per- 
ooality : I o the personality in each 
nedium who has demonstrated on .i 
riulti-station scale, a dedication to 
he medium with resultant benefits 
lo his audience, sponsors, and the 

rail treatment of the news: 
An individual, or organization, 
ngaged in broadcasting who has 
Jone the most consistent job struc- 
uring or presentation of a news 
cries or event. 

Creativity in the use of the broad 
asting medium ["o an individual, 
•r organization, who has demon- 
'rated the most creative use of 
adio or t\ 

Special recognition: \cknowl- 
dgement to an individual, or or- 
anization, for noteworthy use of 
he broadcast medium, artistically, 
ommcrcially. or in the finest sense 
■I' the public service, convenience, 
nd necessity. 

On another awards front, a spe- 
lt! committee formed under the 
egjs of the The National Academy 
' I \ Arts and Sciences and helmed 
'. led C'ott. head of his own pro- 
UCtion lirm. chose si\ t\ pro- 
ranis from more than 35 entries 
roni the three commercial networks 
nd \| 1 constitute the official I S 
ntries at the Cannes I \ Film 
estival. Selected under the docu- 
lentary category arc: The \fukim; 
f the President: I960, Wolper 

Productions; The n <"/./ <•< Waui 
n <• ( hevaliei \ lit Spi j ial Projects; 
Ten Seconds That Shook the n <>rLl 
w olpei Productions I i< tion Bi 
ing I a> /'/</( es Together, an episode 
from Waked ( n\ . Men I eonard, ex- 
ecutive producer: Blacklist, episode 
trom The Defenders, Herbert Hind 
km, executive producer; The Volun- 
teer, an episode from ( ombat, Sel 
mar Productions. 

Tarlow Assoc, s WWOK 
purchased for $400,000 

wwok Charlotte, V ( has been 
sold by l.uiou Associates foi $400, 


New ow nei is W W ( )K. Inc . ol 
which Miss \1 B Riley is presi- 
dent and Morris Bergreen is vice 
president Bergreen, with his brother 
Bernard, owns K ( \1 I I'alm 
Springs, Calif., and has interests 

m WTBO Cumberland, \ld . and 
w K \\ Dover, N I 

I arlow Associates consists of 
Sherwood I arlow. Joseph Kniger, 
and A I Roberts, and retains owner- 
ship ol Willi, i \\i \ I \i» Boston- 
Medford; W \KI Ware, Mass.; and 
M IV Palmdale, Calif. 

Blackburn brokered sale ol the 
station, a lulltime operation at 
UNO kc on 5 kw 

CBS Radio adds three 

I wo independents and one \B( 

affiliate, all in \ew England, have 
affiliated with CBS Radio. 

They are w I \i Augusta; 
W< ol' I ewiston, Me.; and WI \n 
I aconia, VII I he first operates on 
1340 kc with a power of I kw day, 

250 watts night. It's owned and 
operated by twin c "it \ Broadcast- 
in > and is n >i currently affiliated 
WCOI is also owned by rwinCify. 

operates on 1240 kc with a power of 
I kw day, 250 watts night. It's also 
independent WI Ml. the \B( sta- 
tion, operates on 1350 kc with a 
power of 5 kw limited It is owned 
and operated by W I Ml. Inc 

Peter Hand WBBM buy 

Peter Hand B through 

BBDO, Chicago, has added 

One of I hose Moments.'' aired on 

the Windy City's WBBM, to its 
weekly program sponsorship lineup 

foi the turn's Meistei Bi.m and K. 


Four stations sold 

Blackburn i recent 

"t station sales, includii 

w in i Roanol i a daytim 
cility operating on i k •• >ld 

to Doyl Do> Quann Broadi 
ing ( o ol which I dwin l). 
Justin I )<>\e. M\i.\ I Iom< i Quann 
principals. Sold by Roanoke Bn 

Casters Inc . Joseph Mullen and l 

Mack Aheron, principal Pi 
S 1 47,000 Mullen owns control 
interest in w \ik i \m \ i \\ 
Winston-Salem Doyle and (.mi inn 
are employees ol WSVA i \M A 
I \ i I lai risonburg, \ a 

WMOI « WI & FM) Berlin, 
Nil. a lulltime facility oj 
with l kw daytime and 251 
nights. John Bowman, who also 
owns WI in i ittleton, n ii sold 
the station to rhomas Christensen, 
formei advertising manage i ol Phil- 
ip Moms, foi $89,569 58 

Kl\/ \marillo is a fill 

station operating al 5 kw daytime 

and I kw nights. It was sold tO 

Broadcast Associates, Inc . R 
mond Roll president, foi $237,500 
by Jay J.G Schatz, sales executive 
for I he Mel endon ( ^:\' . ( hicago 
I he buying company also owns 
KIKN Wichita Falls, Kl I I hilsa, 
and KHOG I ayetteville, \rk. 

K( \K ClarksMlle. lex . w a s 
sold to James \ Mitchel. Mar- 

r etia. ( la . by K( \K Inc . Maurice 
Wooley president, tor $40,000. It 
is a daytimer, operating with s <><» 


N. J. stereo station 
extends schedule 

WDHA (FM) Dovei now 

broadcasting until 4 a m . ha\ 
•tailed a night program called M 
Mountain Caravan. Sponsored by 
( 'aravan Records ol I ake 1 1 
cone, n i . [he program will :. 
ure Caravan releases .\nd intervk 
with stall artists, uith main ol the 
broadcasts originating trom I 
I lintlock, 

cited on the west sh ■• n 
ik( Host-comi 
tor the series is Cordon B 
I his move extends t 1 
schedule to 2 I hours per i 

pril 20 1964 



Ultra-identification not good. 

Veteran air personality Bob Emerick 
takes a look at fall trends in com- 
mercials, sees more 'Direct Sell' 

To thp. outsider, the pinnacle 
of success in the field of free- 
lance tv commercial "spokesman" 
would seem to be on of those deals, 
such as those enjoyed by Betty 
Furness (Westinghouse) or George 
Hicks (U.S. Steel), in which the 
air sales personality is so closely 
allied to the sponsor that he's 
practically one of the family. 

Not so, in the opinion of Bob 
Emerick, one of the small coterie 
of New York commercial announc- 
er-spokesmen whose annual earn- 
ings from tv commercials arc well 
into the five-figure bracket. 

"So many new products are com- 
ing out of laboratories to compete 
with, or replace, older products that 
it's dangerous for a sales personality 
to be associated closely with a single 
product," he told Sponsor re- 
cently, during a break between re- 

Hoh Emerick 

cording sessions for a voice-over 
track on a household product still 
under wraps. 

"Even the broadly institutional 
campaign is tricky for the freelancer, 
since I've noticed a trend in my field 
away from 'corporate image' com- 
mercials in favor of direct product 
sell," he added. 

Emerick, who has the sort of 
"average American male'' appear- 
ance (reasonably good-looking and 
personable, without distracting 
women viewers from the main com- 
mercial sales points being made) 
which is required of on-camera 
spokesmen, actually does most of 
his work out of sight of the audience. 

"About 90% of what I do these 
days is voice-over work," he said. 
"I prefer it that way. It allows me 
to do more and different commer- 
cials, in a variety of selling styles, 
without the bugaboo of over-expos- 
ure that may result from a com- 
mercial series that's being used in 
a saturation campaign." 

Emerick, as a sort of one-man 
commercial service organization, 
keeps busy. He's been heard or seen 
recently in commercials for Rem 
(cough syrup), Carter's Pills, West- 
inghouse (washers and laundro- 
mats), Armstrong flooring, footsie 
Roll, Glade and S.C. Johnson (air 
Ireshner). Frigidaire. Ivor) Snow 
and Pream. He was the "M&M 
Candy Man" and also on cam- 
era lor General Electric, and has 
varied his "sell" to include such 
products as Post Cereals and Bu- 
ick autos. Like most TV person- 
alities. Emerick works through an 
agenl in this ease, the Schwartz, 
Luskin firm — but admits he turns 
up mam assignments on his own. 


shot shows how radio-T\ 
Bob Emerick sells Rem 










12 Hour 




^rW. ^^^ 




bf L 

Camera closes in on licks' Tri-Span 
Emerick does voice over 




» T 

Oilier national products — Westinghou* 
laundromats, divers . . . 

. . . Armstrong vinyl floor covenngs 
vet the Emerick treatment. 




WASHI .ashlneton, ! \prll 17. 19- 

Soft Drink More uomitu-rce t'or>-caMs . : ^^ri- L i-ai.-' '.'. 
Sales Bubble products nationally a.', v* r t i >»-d on television: Am.-rif an 
so ft- drink thirst is to set a new rer < i •■• 2 22 

eight-ounce containers per person oomerce predict! 210 
bottles, 12 cans) compared with a tota 214 in 1962. 
Total shipments will top $2 billion, for the third year 
in a r 

Dietetic soft drinks have captured more than 5% of the 
market , Commerce says. New crends being watched 
coffee-cocoa interests: new types of chocolate and 
coffee-flavored soft drinks. 

Contributing factors, in addition to automation and the 
ever-present rising rate of income and population: 
introduccion of new sizes, package designs and market 
outlets, as well as new products has contributed to t he 
growth , " says Commerce. Advertisers may ask Congress to 
"Please note!" when vote comes up on new packaging re- 
strictions proposed in Hart (D-Mich.), bill. 

"Cleanliness" Soap and detergent manufacture will probably hit $1.82 
Helps Sell Soap billion, 3% over estimated value of $1.77 billion for 

1963. Commerce ascribes increasing buys of these pro- 
ducts to the "high regard" for cleanliness in the U . S 
both personal and household, more home appliances, 
higher income and population. Federal Trade Commission, 
headed for court on its P. & G. divestiture ordrr I 
Clorox, would undoubtedly toss in massive TV advertis- 
ing, if consulted. 

If Madison Ave. wants a new word in detergents, Commerce 
says research is making them more "biodegradable"--w: 
means less clogging and foaming where it's not want 

Appliances New records in home appliance shipments by manufacture* - 
Boost Market in 1964 will push about 3. 5 bill ion worth of was: 

machines, refrigerators, cooking equipment, electrical 
gadgetry of all kinds. 

Gain is expected to be 5% over the estimated 1963 to* 
of $3.3 billion in shipments — and 1963 was the biggest 
year for appliances since the phenomenal 1956. Signif - 
icant gain items in the appliance industry's second , 
year in a row, were refrigerators, freezers, dishwa^ 
and waste disposers , all up from 12 to 25^ in 1963, <. 
1962. This category does not include radio and TV sets 
and air-conditioners. 

Commerce Department is still old-fashioned enough to 
praise new "processes and packages" for increasing "con- 
sumer appeal, thereby opening new market outlets and in- 
creasing sales- 

>'il 20. 1964 S3 




Cosmetics Have 
Ample Market 

Toy Buying 

Marketing ingenuity is a factor in promoting American 
chomping of candy, cakes and crackers. Candy and con- 
fectionary chewables (a category including chewing gum 
and salted nuts, but not solid chocolate bars) are ex- 
pected to top 18 pounds per person in 1964. 

Overall, manufacturing shipments in this category may 
hit a new high of $1.5 billion in 1964 , up $50 million 
from estimated 1963 total. 

When the solid chocolate category is added in, total 
would probably near $1.7 million, Commerce sources in- 
dicate. Salted nuts are a fast-growth item here. 

Cosmetics retail sales in 1964 should hit around $2.5 
billion . Business and Defense Services Administration 
forecast says cosmetics sales are still "far from the 
saturation point " — an eye-opener of a statement, con- 
sidering the general furor frequently raised about money 
spent on beautifiers. Look for more house-to-house 
sales: they accounted for about 21% of all cosmetics 
sales in 1962 , chiefly by You-Know-Who Calling. There 
will be more private brands, and more teen-age buying 

Industry growth is partly because "the products are con - 
s idered necessities ." The fact will be sharply pre- 
sented to the House Ways and Means Committee when it 
begins hearings on excise taxes in June. BSDA cosmetics 
category covers hair preparations (including shampoos), 
toothpaste, gargles et al; perfumes and colognes; shav- 
ing preparations and milady's cosmetics, creams — and, 
yes, beautifiers for the family pet. 

Toy buying is becoming all-year-round time, and adver - 
tisers are acutely aware of it, BSDA says . 

Toy manufacturing may reach the $2 billion a year level 
by 1970, when the 5-14 age group is expected to hit 68 
million. Commerce attributes 32% increase in shipments 
over past 6 years to research "dovetailed with progres - 
sive advertising ." TV advertising campaigns by toy man- 
ufacturers (reportedly budgeting $65 million for 1964) 
are being planned for year-round coverage. 

Commerce found kids' interest holding — and deepening — in 
electronically operated guerrilla war games, jungle 
hunts, scale models of guns, trucks , et al. Broadcast- 
ers are also aware of the trend, and NAB's recent tight- 
ening of toy advertising code bears witness. Commerce 
says celebrity dolls will continue strong, but prices 
will come down on the electronic gadgetry. 

The clincher: National Housing Center's forum on home 
modernizing here predicts housewives will do all super - 
market shopping by TV by 1982 — maybe sooner ! 



Effective t\ selling, as Emerick 
see* n. i s not just a matter ol snail 
nto a camera and extolling 
iroduci points in pear-shaped tones. 
Salesmanship in tv," he says, 'is 
,all\ the abilitj to take apart iIk- 
talienl principles ol cop) souk- ol 
ivhfch the client may not have bus- 
leeted himself and then to pro- 
eel it, not for your own agrandize- 
nent, but for the average man in 

vlississipi or Mont. ma or New 

lenej who's in front of his IV 

\ a former network radio per- 
ionalky, with performer and an- 
louncer-host chores on such shows 
in ///<■ Shadow and Scattergood 
Baines, Emerick is a firm believer 
i) the current trend to use onetime 
adio actors i Mason \dams. Al- 
exander Scourby, Jackson Beck, 
i con Janney, et al.) as spokesman 
voices in tv commercials. " I hc\ 
enow how to project controlled 
■motion with their voices," he 
i\s "Radio was wonderful train- 
ind often better than the 
tage or straight radio announcing 
md newscasting." 

I icnds for fall in commercials? 
Stand-up spokesmen are definitely 
\ick in," says Emerick. ■ 

Reade/ Sterling film 
oackage sold to KHJ 

RJCO General's 1 os Angeles out- 
et, KHJ-TV, has acquired Cinema 
H), the Walter Reade/Sterling 
>ackage of 21 feature motion pic- 
ures. including such hits as David 
\ Liza and A Taste of Honey. 
The channel nine station will icie- 
st the films on its Theatre Wine 
md Million Dollar Movie shows, in 
iddition to one-time specials. Sev- 
:1 of the films will be colorcast 
w the station, which recently added 
mother Rcade Sterling film pack- 
.-. Cinema 70. to its extensive film 

3BS election handbook 

CBS News' election unit has pre- 
pared a handbook of background 
nfbrmation for the upcoming Pres- 
dential campaign titled 1964 Guide 
o Conventions and Elections, pub- 
ished In Dell. I he paperback also 
attains articles b\ CBS' Hill Leon- 

ird. Walter (ronkite. Eric Se\areid. 
md Hob Trout. It retails for 51 

CENTURY 1-30 features Irom ?0th Century Fo» Television. Inc 

April 20, 1964 


WTRF-TV Ioard 

NEW HUMOR kinda gets you! 
What's huge, green and lives 

7 in the ocean? Moby Pickle! 

wtrf-tv Wheeling 
Americans are strange people. 
You devote one day a year 
to your mothers and an entire 
week to pickles." 

Wheeling wtrf-tv 
a man could switch from a blonde to a 
brunette to a redhead but wasn't going 
with the same girl? 

wtrf-tv Wheeling 
SIGN AT Three Gaynors Cocktail Bar, "Help 
us stamp out home drinking". 
Wheeling wtrf-tv 
MUSICAL SHARE! What has ten legs, fifty 
feathers and goes Bah-Bah-Bah? Five In- 
dians singing the "Whiffenpoof Song". 

wtrf-tv Wheeling 
STERN REALITY! What happens to ducks 
that float upside down? They 'quack' up! 

Wheeling wtrf-tv 
YOU DON'T have to be a cannibal to get 
fed up with people. 

wtrf-tv Wheeling 
"WRITE FOR your set of WTReffigies, our 
frameable series of Adworld closeups. If 
you're in the advertising business, this icd- 
eyed set will do great things for your walls. 

Wheeling wtrf-tv 
offer you 529,300 TV homes in the big 
Wheeling/Steubenville Market. If you're 
scheduling spots, be sure to look into the 
WTRF-TV Wheeling specifics. Edward Petry 
8. Company is our national rep . . . and 
your Petry man has all the answers! 





Gordon L. Capps, President of Inland 
Radio, Inc., Ontario, Oregon, sa\s: It V 
believe that CRC is the most usable and 
useful Radio Station library we have 
found. The Commercial Jingles and 
Sponsor ID's as well as the rest of the 
library makes- selling advertisers, partic- 
ularly the new advertisers, much easier. 
CRC is making us money every day. 
After all. what more could sou ask 
from a library service?" 


Call Dallas Collect 214 748-8004 


Commercial testing 
service is launched 

Advertisers and agencies have 
yet another research tool at 
their disposal for testing and 
evaluating tv commercials: a 
technique called Video-Scope, 
available from Marketscope Re- 
search Company, New York. De- 
vised after two seasons of study 
and experimentation, Video- 
Scope employs a system designed 
to "measure recall, attitude, and be- 
havior patterns effectively" with on- 
the-air tests, according to Market- 
scope president Robert E. Spinner. 

How Video-Scope works: 

The technique centers on "before 
i and after" viewing attitude meas- 
i ures. Essentially, this is a matter 
of conducting two independent tele- 
phone interviews, before and after 
viewing, among random samples of 
200-300 viewers, developed from 
1,500 calls to determine households 
in which a family member has 
watched the target program at least 
once in the last four weeks. 

By comparing data derived from 
the "before" and "after" interviews, 
attitude change and the degree of 
commercial recall can be deter- 
mined. The total sample is com- 
prised of equal-sized sub-samples in 
three different cities. (The attitude 
and behavior measurement areas 
are still the subject of close attention 
at Video-Scope with an eye toward 
further refinement.) 

The system, says Marketscope's 
Spinner, will "in the long run pro- 
vide more specific answers to adver- 
tisers on how to insure continued 
brand loyalty and convert new 

Tv residuals sought 
by Screen Extras Guild 

The Assn. of Motion Picture and 
TV Producers has less than three 
months to grapple with a long list 
ol demands presented by the Screen 
Extras Guild April 5. The present 
SEG collective bargaining agree- 
ment, in effect since July 1, I960, 
will expire midnight June 30. 

Salient changes sought by the 
Guild arc: 

I . National recognition of SEG 
as the exclusive bargaining agent 

for all work within its jurisdiet i 
(exclusive of New York where ijj 
tras are represented by Screen /- 
tors Guild). 

2. Television residual payme s 
for extra players. 

3. Extension of the Hollywol 
extra zone from 300 miles in i ad . 
to 900 miles. 

4. Wage rate increases. For | 
stance, from $25.47 per day : 
general extra to $30; from S23. 
per day for stand-ins to $30.' 

5. Improved health and wclfcfc 
to include dependents. 

6. Improved vacation and hci 
day pay. The Guild proposes t! 
"all registered extra players ei. 
ployed on a daily basis shall recei 
the same allowances for holid! 
pay and vacation pay as paid 
other daily employees in the moti« 
picture industry." 

Revue names Rosenber; 

Revue Productions has narrn 
Frank P. Rossenberg executive pr 
ducer of Kraft Suspense Theatre f< 
the mystery show's upcoming sej 
son on NBC-TV, Thursday nighb 

Rosenberg's previous associate 
with tv was as executive produc' 
with Revue's Arrest and Trial, sec 
during the 1963-64 season on ABC 
TV. He also had been producer U 
Schlitz Playhouse. 

Wolper, UA-TV pact 
new specials series 

A second Specials of the 71 
series of six one-hour televisi 
documentaries for the 1964-( 
son. will be produced b\ W I 
Productions in association wi 
United Artists TV. 

The new specials follow on 
heels of an initial six programs 
have been sold in 120 markets 

Four of the forthcoming sh 
deal with World War II, commenc- 
ing with Prelude to War (Ycrsaille 
Treaty. Austria, and the invasion 
Poland), through The Battle of Brit 
ain and Japan: A \<h Pawn Ovt 
Asia (events leading to the bomb 
ing of Hiroshima) to the conclusk) 
of the war with The Trial at Nurtlfl 



he two remaining specials art 
k fa (I \ police action) and 

/ <.■, / neas\ I rtu e (tlic re- 
iinsi the ( 7a r i*' the ( old 

^ not he i Wolpei Production, I lie 
| end ol Marilyn Monroe, has 
sued film director John Huston to 
i. .td.' the houi t\ special. 

/iJC Films set in 15 
Eizilian tv markets 

vlU Minis has pactcd a total ol 
4 >aL's involving seven program 
ppcrties in 15 Brazilian televi 

ided among the propcitics 

. e network shows. I hey are: 

ne Point, Combat.', Hen 

I he Fugitive, and ///<■ \<>< 

(all currentl> on \IU -TV) 

at two off-network syndicated 

:iis. I he Rebel and Casper 

endly Ghost and Company. 

iBC's syndie arm claims the 

• deal has added to one ol 

Ih firm's most successful sales 

is tor its 1 atin Amei iean di- 

Py-tv cities now 53 
U Indianapolis race 

sed circuit television coverage 
Indianapolis speedwav 500- 

ace has now been set in 53 
:i v In MCA T\ 1 he h film 
■pkation firm expects to add 
m e theatres, sports arenas, and 
ititoriums m other cities to those 
read\ finalized. 

Esau forms Schedumatic 
Schedumatic < orp has been 
formed b) fohn I sau to function 
in several areas ol broadcasting, in 
eluding acquisition ol i s i/tv 
facilities and providing program 
services to stations m i s and 
abroad Headquarters is al 
Park w So . with branch offices 
to be opened in St I ouis and Dal 
las I sau is president. 

Associated w ith I sau. most re 
cent!) broadcast operations directoi 
lor Muzak, are Wendell B Barnes, 
,\n investment banker, who serves 
as treasurer, and Robert I Fender, 
serving as sales v.p Barnes was ad 
ministrator of the Small Business 
Administration in Washington from 
l953-'59; Fender has been work- 
ing with I sau foi past five years 

Initial sales puts UA 
series in 7 markets 

/ .- Side/W est Side, set to com- 
plete its CBS-TV run with the end 
ol the current season, lias been sold 
in se\en markets, marking the 
show's initial syndication sales via 
I mted Artists I \ 

Starring George < Scott, the 26 

segment series will be viewed OH 
three Metromedia stations. \\ I l(i- 
I \ vv ashington, K I I V Los An- 
geles, and \wiw I \ V •■ York 
In addition, Wometco's KVOS-T\ 
Bellingham, Wash., and three other 
indies' KPHO-TV Phoenix. WTTV 
Bloomington, hid., and the ( hicago 
tribunes WGN-T\ have signed for 
the seri( 

MGM names new foreign sales chief 

John It. lltasih Spins. Ml. riace 
I *»*> I director (if sales for the 
I iiitt-il Kingdom .md continental 

I u rope for MGM-TV, l)t i n 

named to the newtj created post ot 
director of International nles. vn- 

iiouiui iiu ih oi Spiral in " Riobal 
posi m made l>> John B. Burns, 
nlci m>- oi MGM- rv. Sj adkated 
rare, program! ami features, from 
MdM is now being iii(>iM(l in 
mora man 5U foreign countries, ac- 
cording to Burns. Spires has been 
.uIini for mOR III. in IS Mars in 
Ionian salis posts lor the motion 
picture ami t> film industry. He 
"ill In .i(li|iiarli r in Xm X; ork. 






.'?.") > .-.ii v ago, the ' hei net Motor 
( ..nip.inv -tu ted as a iieighboi I 
garage. Today, it's one of the world - 
I. H _. at I ord dealei ships, and its 
incredible Buct ess has been a model 
foi automobile people all ovei the 
counti j . Leon < Ihei net i redits i adio 
w ith a major role in 1 1 •• • i ompaii) s 
greal bu< cess H I on ll H I" 

20 yean ago" says Mr. « hi i 
"and we're never bet i 
day!" WW I >< thank- the < herner 
Motoi ' "inpativ ami it- agent y, Ka 
Khrlii h & Met n< k. fa the vott 

confident e given b) one "I 

i onset utivr .idv .a tisei s to "tht 
lion i h.ti keeps ; • ople in mind." 


X 1 Gl 



\\v\[ic HUM" u VSHINGTON I 

'■I 20 1964 




Robert V. Manson, market plan- 
ning supervisor-distribution, ap- 
pointed manager of market plan- 
ning for B. F. Goodrich Tire Co., 
Akron. Prior to joining the com- 
pany in 1962 he was profit plan- 
ning officer for a New England 
food store chain. 

Joe Rene, veteran independent 
arranger-producer, joined the New 
York artist and repertoire staff of 
RCA Victor records. Formerly a 
free lance arranger and producer 
for independent record labels he 
has produced such hits as "Tossin' 
and Turnin','' "My True Story," 
"One Track Mind." During the 
past ten years he has also been a 
staff producer for ABC Radio, 
Hollywood, as well as for "The 
Roberta Lynn Show." 


Stan Foreman, Manager of KHOK Ra- 
dio, lloqiiiam, Washington, says: "Not 
only have the CRC jingles given us 
the big market sound, the CRC Money 

Maker Series has opened up many new 
accounts to u\ thru CUStOm and quality 

presentations . . . I o sum it up, WE 



Call Dallas Collect 214 748-8004 


Lewis C. Davis elected vice presi- 
dent in charge of marketing of 
General Baking Co., New York. 
Prior to joining the company he 
was vice president of Revlon, 
senior vice president of Rayco 
Manufacturing Co., president of 
Bonwit Teller, Philadelphia, and 
merchandising manager of Marsh- 
all Field and Co., Chicago. 

John J. Lennon appointed sales 
manager of Domestic Sewing Ma- 
chine Co. Most recently he served 
as national accounts manager for 
White Sewing Machine Division. 

Richard J. Grim, Jack H. Likins, 
Raymond J. Mulligan, Kenneth H. 
Westgate appointed vice presidents 
in charge of purchasing, produc- 
tion, sales and marketing, finance, 
respectively, of Allen Products Co., 
Allentown, Pa., packer of Alpo 
Dog Foods. Grim and Likins have 
been with the company for many 
years. Westgate was former CPA 
with his own practice in Allentown, 
and Mulligan was previously a sales 
manager for Burry Biscuit Co., di- 
vision of Quaker Oats. 

Jack E. O'Leary, f o r m e rly in 
charge of direct-mail promotion 
and advertising for Reader's Di- 
gest-RCA Victor Record Club, 
joined Mercury Record Corp., Chi- 
cago, as head of its special sales 

Clarence Foster retired from the 
Prestolite Co. after 49 years. Most 
recently he served as assistant 
manager of the parts and service 
division and administrator of Pres- 
tolite Service Parts, Detroit. 

James C. Kerrigan named ac- 
count executive for Prestolite Co.'s 
sales office, Milwaukee. Since 
joining the company in 1962 he 
has served as project engineer, elec- 
trical products plant, Syracuse. N. 
Y.. and section engineer. 

Charles Kaufman joined Reddi- 
Wip. Inc.. as a consultant in charge 
of research and new product de- 
velopment. He was formerly vice 
president of Foremost Dairies 

Robert J. Crimley appointed e 
rector of promotions, public r 
lations department, of Americ; 
Airlines, New York. Since joinii 
American nine years ago he h; 
served as special services and pn 
motional representative, manage 
of public relations for the Ne 
York area, and most recently eas 
ern director of public relations 

Kenneth E. Andren appoin 

ed sales promotion manager i 

Bell & Howel 

Photo Sales O 


Walsh joined tl 
public relatioi 
Wildrick & Mi 
er. New Yorl 
He comes to tr 
a g e n c v froi 
BBDO and Due 
ley - Anderson 
Yutzy, where 1" 
Walsh functioned as ai 

count executive, writer, and contai 
for a variety of accounts in tr 
agricultural, food processing, pacl 
aging fields. 

Robert A. Berman appointed VK 
president oi Bronner & Has 
Chicago, formerly an account suf 
ervisor and tv-radio director 
the agency, he continues to serv 
in both capacities. 

Grenley name 
director of pub 
lie relations fc 
Kirchcr, Helto 
& Collett, Da\ 
ton and Cincint 
nati advertisinl 
agency. He h;i 
served KH&C a 
assistant publi 
relations directo 


for the past 16 months. 

Art Bach, Harry Wappler BD< 
Robert Rockwell appointed aeeoun 
executives in the midwest sales di 
vision of Wilding. Inc.. Chicago 
Bach was formerly vice presiden 
of Modern Talking Picture Service 
Prior to joining the agency he wa 
associate rector of St. Maik\ Epis 
copal Church. Jacksonville. Rock 
well lias served Wilding for thi 
past five years as slidefilm directa 
and manager of the division. 




Alan A. Roberts, elected VlCC ol ( icyCI . \loicv . Ballard. 
Inc . New "i oris Vftci joining the 
|ugcnc\ in I *■> 5 7 he served us dircctoi 
marketing research, western divi- 
• II, and Liter transfered from the 
( hk igo office to New > ork, initi- 
ally in marketing research and most 
ill) in account management. 

Barry J. Ballister and Richard 

r. vinyard elected vice presidents 
.a led Bates & Co., Sevk York. 
'Ballister, creative supervisor, came 

Htilh\i< r i ard 

to the agencj in l l >5 l >. from G 
Advertising, where he worked .is 
i copywriter. Vinyard joined Bates 
in 1963 from Ralston Purina Co.. 
st. I ouis, where he was advertis- 
ing and promotion manager. 

Dean Landis elected executive 

vice president in charge ol admin- 
istrative sen ices ol < ompton td 
vertising, Chicago Since joining the 
agenc] in 1958 as general mana 
he has been named senioi vice prea 
idem and m I 1 >mi elected to Ilie 
hoard ol directors Draper Daniels 

joined the agency as executive vice 
president in charge >>t creative serv- 
ices and will become a member ol 
the agency's board "i directors and 
chairman of the advertising plans 

board. Prior to his appointment bv 
President Kenned) as National I i 

port Expansion Coordinator in 1962 

lie served Leo Burnett Co, m vari- 
ous capacities. 

William M. Alrich joins puhhe re- 
lations stall of Lewis & (iilman. 
Inc.. Philadelphia. He was previous- 
ly editor of the Spectator, national 
insurance magazine, Commercial 
America, foreign trade magazine, 
Presbyterian Life news magazine 
and Commonwealth Review, a 
weekly newspaper in Luray. Ya. He 
is a member of the American Risk 
and Insurance Association and pres- 
ident of the Conestoga Community 
Concerts Association. 

Robf-rt W Moore to ilk 

partmenl ol N. W. A 
Philadelphia Pi cviou . 
copywritei i"i an exporl adv< 
ing service and 

lancing, writii in 

connection with the New > 
\s orld's I aii 

Thomas C. O'Connell joined the 

pulic relations department ol i M 

Matties. Im II ( ime t«> tl 

cj from ( unningham & Walsh and 

Stephen Goeii ASSOC. 

Richard Olsen, assistant media 

director at Doherty, ( lifford, 

Steels & Shenlield. named 

Ronald P. Smillie joined I eo Bur 

nett Co., Chicago, as an account 

executive. He formerly headed his 

own agencj in St 1 ouis 

Tad Bright joined H.iroKI ( 

& ( o . Boston, as an account t 

CUtive. He is a member ol the 

Saietv Council of the ( Ihambei ol 

Commerce, Philadelphia 

Robert Volden joined KnOX 

. - Advertising as a copywriter. 

He was formerly creative director 
.vith Graves & Associates and senior 

.vriter witli Campbcll-Mithun. 

George M. Vanderbilt made cli- 
ent contact man for Meldrum & 
ewsmith, Cleveland. He joined 
M \ l : in 1^62 and was most re- 
:entlv media buyer, consumer 
products, in the marketing services 

Miss Marilyn 
Eastman named 
dir e C t r e S S ol 
commercial de- 
part m e n t of 
Hardman Assoc 
Inc., Pittsburgh. 
She was respon- 
sible for one of 

the two commer- 

{ Cials that placed 

a m o n g t h e 
n Best" in the recent 
Broadcasting Awards 


'World's le 

Garth K. Hintz appointed account 
executive in client services ol \1e- 
lugh and Hoffman. Inc., Birming- 
lam. Mich He comes to the agencj 
ifter nine years with Campbell- 
iwald Co . Detroit, most recently 
S account executive for Chevrolet. 

Customized Musical Commercials 

Radio and TV Id's 

Animation and Stop Motion 

Station Creative Services 








Get a great jingle, that's how. From 
Studio Ten Productions. 
Studio Ten is new. and young, and 
vigorous. Studio Ten has an outstand- 
ingly creative talent-team. Studio Ten has 
really big facilities. Plus the best equip- 
ment in the business. 
Studio Ten is already gaining an enviable 
reputation for reliability. 
Tear out this page, send it to Studio Ten, 
and you'll get your very own pngleman 
by return mail. No obligation, except to 
listen to him for five minutes. 
We'd like your business. How about it 7 


I SUITE 1 3?9 




• pril 20 1964 


Edward H. Russell, president E. 
H. Russel. MeCloskey & Co., and 
George L. Beslow, president, Beslow 
Associates, re- 
ceived Good 
Awards from 
the Chicago 
Committee of 
j$> One Hundred at 

its annual dinner 
in Chicago. The 
award is present- 
%\ M ed to qualifying 

Russell individuals an- 

nually for "outstanding contribu- 
tions in the field of human relations 
and for practicing the basic princi- 
ples of American democracy. " 

Yolcmd Toro promoted to assist- 
ant media director of Richard K. 
Manoff, New York. Prior to join- 
ing the agency in 1961 she was 
assistant to the research director at 
Blair TV. 

Robert W. Allrich, vice president 
and chairman of plans board at John 
W. Shaw Advertising, Inc., Chicago, 
will join Earle Ludgin & Co., Chi- 
cago, as a " vice president and ac- 
count supervisor, April 13. 

Jack S. Friedman, John L. Jaeck- 
el, and Keith L. Reinhard joined 
Needham, Louis and Brorby, Inc, 
Chicago, as copywriters. Previously, 
Friedman was an associate director 
of Compton Advertising, Chicago. 
Jacckel was with Griswold-Eshle- 
man Co., Chicago, as an account ex- 
ecutive. Reinhard formerly was cre- 
ative account executive for the Bid- 
die Co., Bloomington, 111. 

Joe K. Hughes, executive vice 
president and manager of Grant 
Advertising's Dallas office, trans- 
fered to Chicago as supervisor of the 
Dr. Pepper account. Charles W. 
Crandall, vice president and ac- 
count supervisor with Tracey-Locke 


Ken Kilmer, General Manager of 
K-'l I I Radio, Columbus, Nebraska, 

s:t\s. "Yout library i\ great and w<- are 
very happy with it" 


Call Dallas Collect 214 748-8004 


Hughes Crandall 

Advertising, Dallas named man- 
ager of Grant's Dallas office. Floyd 
G. Sease, account executive with 
BBD&O, Detroit, moved to Dallas 
as account executive for Dr. Pep- 
per. Larry Cugini, Jr., assistant ac- 
count executive on the Dr. Pepper 
account, Dallas, promoted to ac- 
count executive on Pommac, a new 
Dr. Pepper account. 

John D. Hayes 

joined Foote, 
Cone & Ber- 
ing's interna- 
tional division. 
New York, as 
an executive. 
He was former- 
ly vice presi- 
dent of the In- 
ternational Di- 
vision of Er- 


win Wasey, Ruthrauff & Ryan. 

Fred F. Flanagan joined the cre- 
ative staff of Geyer. Morey. Ballard. 
Previously, he has been copj super- 
visor at D'Arcy Advertising, and 
vice president and creative group 
head of Kenyon & Eckhardt. 

A. John Accola, Jr., appointed 
executive of Chirurg &. Cairns. 
New York. Some of his ace. Hints 
will include Ward-Leonard. Bris- 
tol, Gravymaster, and Kelco. He 
most recent Iv served as president of 

(root & Accola, New York. 


James M. Shi- 
vas appointed 
account supervi- 
sor at Morse In- 
ternational. He 
has held several 
positions in ad- 
vertising and 
marketing with 
Young & Rubi- 
cam; Norman, 
Craig & Kum- 

mel; and Carter Products. 

Albert M. Parillo appointed direc- 
tor of sales promotion at Cunning- 
ham & Walsh, New York. He for- 
merly was with the S. C. I. Division 
of Communications Affiliates, sales 
promotion arm of Interpublic, as 
creative director of meetings, 
shows, and films. 

Samuel W. H. Boyce, marketing 
director of West. Weir & Bartel, 
assigned as account executive on 
the Schieffelin & Co. account. Jo- 
seph DiCarlo is assistant account 
executive and James F. Ryan, senior 
vice president, serves as account 

Donald McGuinn joined Doyle 
Dane Bernbach, New York, as 
radio/tv department administrator. 
Formerly he was with Geyer, Mor- 
ey, Ballard. 

William Pitney joined Cunning- 
ham & Walsh, New York, as ac- 
count supervisor. Kent Rodenber- 
ger also appointed account execu- 
tive. He was formerly assistant ac- 
count executive at Young & Rubi- 

Frederick C. McCormack and Lu- 
cien Disalvo named media super- 
visor and market research associate, 
respectively, at MacManus. John A 
Adams. Inc.. Chicago. McCormack 
has held media posts with Edward 
H. Weiss. Hill, Rogers. Mason & 
Scott and Ketchum McLeod & 
Grove agencies. Disalvo recent!) re- 
signed as client service executive. 
Market Research Corp. of Amer- 

John V. Marshall, formerly with 
Tatham - Laird. Chicago, joined 
Doyle Dane Bernbach as an account 

Lloyd Whowell appointed produc- 
tion manager o\' Arends Advertising. 
Hinsdale. III. He will be in charge 
of all mechanical production lor 
the suburban agency. 




TIME/buying & selling 

Donald F. McCarty, ducctoi Ol 

radio market development, New 

Yoik office, and Arthur O'Connor, 

manage! of the Detroit office, are 
winners of the 1963 64 Shoeleather 
Awards presented annually In 
\verv Knodel to \ K employees 
who have done outstanding sales 
service on behalf of A-K-represent- 
ed radio and t\ stations. McCart) 
won m (Ik- radio category, Mi 
• ' < innor tor t\ . 

Gerald J. McGavick, Jr. appoint- 
ed sales account executive for Met- 
ro I \ Sales, Vw 1 ork. For the 
past three years Ik- served .is tele- 
\moii account executive of Venard, 
rbrbet and McConnell. 

Roy H. Patterson, former!) wuh 

ponde-Nast Publications, joined the 
New York sales stall ol Robert I 

Williams Co. John McCarthy ap 

jointed Chicago sales manager of 
^amc comp.un . 

Prem M. Kapur appointed assist- 

tnt eastern sales manager, in charge 
'I special projects of H-R I clc- 
.iMon. New York. Ik- came to H-R 
n |yo| from \\ ( \l I \ 

Charles A. McFadden appointed 
o Storer rclevision Sales, New 

>'ork. For past two years he was a 
alesman with \\.l\\ I \ Cleveland. 


Ronald Woods, assistant MK-r- 
handisc director for k I I \ |,k 
Vngeles, promoted to merchandise 
lirector. Prior to joining k I I \ 
wo years ago he was with sales de- 
kartment of the Oscai Mayer Pack- 

n Co. 

John Mileham 

promoted to di- 
rector ol sales 
promotion a t 
KTVH l\ 

\\ ichita. Since 
coming to the 
station" in I960 

he Mas served 

as account exec- 
utive, local sales 
di\ ision. a n d 

Mil, h, 

s promotion director. He is a meni- 
er o\ the \dvertising Club. Wich- 
a Cub Scout Program and serves 
i an advisor) capacity in the Junior 
achievement relevision Co. (KJA), 
wnsored In K. I YH. 

Charles M. Pickering joined 
K 1 W I \ ( leveland as assistant 

sales managei He came to k i w 
I \ from the New N oi k offices ol 
l\ \R where he was a membei ol 

the sales stall. 

Glenn Mclntyre, tomiei market 

and media directoi foi I ( ( ole 
\ ncy, s.m I rancisco, named sales 
sci \ ice managei at kl 1 1 I \ \ toi 
met buyei with Doyle Dane Bern- 
bach, I os Angeles, he has owned 
Ills own agenc) and was in media 
sales foi five years in southern ( al 
ifoi ma 

George D. Tons 

announced his 

retirement as na- 
tional sales co- 
ordinate! I 

kl)k\ - l\ 

Pittsburgh. Prior 
to joining the 

station m 1956 
he was w 1 1 fa 
\\B( Chicago 

and was sales 
kl>k \ Radio from 

manager of 

Larry Sisson, lornicrl} senior ad- 
vertising and promotion writer toi 
\\IM\ l\ New York, appointed di- 
rectoi ol advertising, promotion and 
public relations for KHOl - I V 
Houston. Previously, he served as 
senior advertising and promotion 
writer tor the \M< RaoI\o Network. 

Arthur D. Morse appointed exec- 
utive producer ol CBS Reports Vs 

a stall producer since 1960 he has 
produced broadcasts including I hf 
( atholh s iind the S< hools and 
.// K ll i, u / rom ihc ( abinet. 

Gene Mitchell 
promoted t o 

newl) created 
position o\' sales 
m a n a ge f., 
w\ \( I \ l?Os- 
ton. He w a s 
formerlj an ac- 
count executive 
and head of na- 
tional sales at 
Will Boston. 


Thomas Tart, Michael Prescott 
and Richard Zelig appointed coordi- 
nator, production technical opera- 
tions and estimating; business man- 
ager, scenic services; and business 
manager, engineering, facilities and 
radio services, respectively, MU 
I art joined the network in 192 
a page, and has since served m such 


The big pros in Madison radio are 
on WKOW/1070. Each ei elusive 
personality is a leader in his field. 


" Wiacorwin Road Slmir" Waratro 

Your radio message never got 
such mileage in t tat lie hours 
.is when you pill it on R 
Russell's "\\ isconsin Road 

Show." 3:30 to " p.m. This 
radio "spectacular" commands 

a listening audience, both al 
home and on wheels, that 
sprawls out even beyond the 
immediate Madison market — 
to all of Southern Wisconsin. 
Rog's up-tempo music . . . his 
talent lor talking with, not nist 
to. his audience , . . ami his 
program's "pace one" style ol 
reporting weather and road 
conditions set up an amazing 
audience-receptivit) tot your 
product message. It's the kind 
ol \\ KOW PROgramming that 
gives you a real run tor your 
monc\ ' 



ojaj/Bi ivfjwf ■ VjiflL •flevS ewj». 


VictPrtt. ft fita. Hp 

pril 20 1964 


capacities as supervisor of stage- 
hand scheduling, business manager 
of live operations, technical opera- 
tions, tv network operations, and 
most recently as business manager, 
scenic services. Prescott, an NBC 
employee for ten years, joined the 
network as an accountant to become 
a financial analyst in NBC-TV busi- 
ness affairs in 1957 and most re- 
cently business manager of engineer- 
ing facilities and radio services. Ze- 
lig joined the network in 1963 as 
coordinator, budgets, operations and 


Jack L. Katz named program di- 
rector of KMA Radio Shenandoah, 
Iowa. He is the former owner of 
KQAL-FM Omaha and manager of 
KMEO Omaha. 

Ed Silverman promoted to assist- 
ant director of operations for ABC 
News. As a news correspondent he 
has covered for both radio and tv 
the Ruby Trial in Dallas, the New 
Hampshire Primary, the March on 
Washington, the Hazelton, Pa. 
mine rescue. 


R. E. Lee Glasgow, Vice President and 
General Manager of WACO, Waco, 
Texas, says: ". . . invaluable in making 

sales, especially to Grand Name Ac- 
counts. It is one of the best services 
ever developed for the radio industry, 
at such a reasonable price." 


Call Dallas Collect 214 748-8004 


George C. Stevens appointed 
manager of Taft Broadcasting Co., 
New York. He had previously been 
vice president of Transcontinent 
Television Corp. for six years and 
prior to that had spent many years 
with the NBC in sales and admin- 

Eugene G. Clark, Jr. named oper- 
ations manager for KSTP Radio 
Minneapolis-St. Paul. He has served 
KSTP as a radio salesman and ad- 
ministrative assistant for the past 
eight years. 

Jack Coppersmith joined the sales 
staff of Radio KMA Shenandoah, 
Iowa. He comes to KMA from 
Omaha where he served as mana- 
ger of radio station KOCO Dean 
Naven promoted to news and spe- 
cial projects director. 

Charles E. Gunn resigned as gen- 
eral sales manager, CKLW AM-FM 
radio Detroit. This office will be di- 
rected on an interim basis by E. C. 
Metcalfe, director of sales/opera- 

David A. Pinnell appointed joint 
managing director with Edgar Blatt 
of Davenport & Meyer (PTY) Ltd., 
Johannesburg, S. Africa. 

George Kercher appointed to 
WEW Radio's sales staff, St. Louis, 
after his recent retirement, after 25 
years as manager of the Edward Pet- 
ry Co., St. Louis office. 

Jayne Swain appointed vice pres- 
ident and general manager of KGB 
San Diego. She comes to KGB from 
KSTN Stockton, where she was gen- 
eral manager. She is a member of 
Radio Television Executives Society, 
and American Women in Radio and 

Ed Byron named executive pro- 
ducer in charge of ABC radio's up- 
coming drama scries. He is the cre- 
ator of Mister District Attorney. He 
comes to the ABC Radio Network 
from NBC-TV's special program 
sales department where he served 
as an account executive for five 

Dr. George Gerbner, associate 

professor at the Institute of Commu- 
nications Research, University of 
Illinois, named dean of The Annen- 
berg School of Comunications, Uni- 
versity of Pennsylvania. He will 
complete this year his duties as 
project director of Mass Communi- 
cations and Popular Conceptions of 

Education: A Cross-Cultural Stiu 
A Comparative Study of Films 
the "Film H r ero," which he is dire 
ting under a National Science Foi 
dation grant, will be completed nex 


Frank Doak, formerly genera 
sales manager of Hardman Associ 
ates, Pittsburgh, named head of ra 
dio show syndication department ii 
order to devote full time to th« 
placement of three new shows, nov 
ready for syndication. 

Oscar Katz appointed executivi 
vice president in charge of produc 
tion for Desilu Productions. He re 
signed as CBS Television Networl 
vice president, program administra 
tion, to accept the new position or 
the west coast. 

Malcolm Sherman appointed as 
sistant sales manager in the U.S 
for Hollywood Television Service 
TV syndication wing of the Repub 
lie Corp. For the past three years ht i 
was west coast and southern distric 
sales manager for HTS. 

Sherman Sits/nan 

William Susman, vice president 
of MPO Videotronics, Inc.. electee 
to board of directors. He will con- 
tinue to serve as an executive pro 

Paul Rosen joined Creative Man- 
agement Associates, New York, a^ 
\ ice president and officer. Former!) 
he was a partner in the management 
and production firm of NRB. 

Boyd Kelley, broadcaster, joined 
the national media brokerage firm 
of Hamilton-Landis & Assoc. Dal- 
las. He has been in radio since the 
I930's, starting as announcer-sales- 
man for KCRS Midland, [en 
Presently, he is owner of KDW I 
Stamford. Tex. He was a charter di- 
rector of the I e\as Association ol 
Broadcasters. NAB director of Dis- 
trict 13. and a member of the Mu- 
tual Broadcasting System Affiliates 
Advisory Committee. 



Television is the only 

efficient way to reach the 

49-county i \ brth Florida 

Sou I It Georgia regional market, 

and WJXT, Jacksonville 

is Ike only television station 

to blanket the total area 




R"Or«>tnl«d by TvAR ^^^^ 


STATI O NS a division or 





This iv regarded as the most 
important tij II lit tiler's 
iirlraits Tin 
skill at porlraiturt 
ma turn- II est Paint unlit 
has In i n compared ta that 
at I i tasquez, Titian, and 
Rembrandt. Man 
man than innuvator, 
II lustier a 'M a ilii Mil e 
■: ilu ,/. i elopment 
oj Inn r ti mi art. 


1 ' 

Courtesy of The Detroit Institute of Arts 

in (i class by itself 

Masterpiece — exceptional skill, far-reaching values. This is the quality 
<>f W'W'J radio-television service— in entertainment, news, sports, information, 
and public affairs programming. The results arc impressive— in audience loyalty 
and community stature, and in 1 1 7 i i t 1 1 » r « 1 j ■ FT1Y7 

sales impact for the advertiser \\ \\»J;ill(l \\ \ \ »J * I \ 
on WWJ Radio and Television. THE NEWS STATIONS 

Owned and Operated by The Detroit News • Affiliated with NBC • National Representatives: Peters, Griffin, Woodward, Inc. 



^M APRIL 27 1964 PRICE 40c 

foadcast advertising from the World's Fair 


Crinkle-smoothers debut on tv 34 

lie media's job switching malady 42 







astringent • perfume 

moisturizer • viscous • powder 


lotion •fragrance • solubilizer 



Whatever your business language. 

WGAL-TV translates it into sales 

Channel 8 speaks the language of the people 
in its widespread multi-city market. Viewers 
listen, understand, and respond. To prove 
it, Channel 8 telecasts sales messages 
for practically any product you can name. 


Channel 8 

Lancaster, Pa. 

STEINMAN STATION • Clair McCollough, Pres 

Representative: The MEEKER Company, Inc. 
New York / Chicago / Los Angeles / San Francisco > 


!tudy Spears Myth of Consumer Revolt 

Cdio and television advertising wins past plate as "central or 
mortant issue" in the day-to-day life of American consumers 

Shite Sulphur Springs, \\ . \ a. — 

1 hty-five percent ol American con- 

i t in*.) no need for immediate 

j ntion lo, and change of, advertis- 

.uul this includes radio and tele- 

. ,in. 

he iirst analytical phase of the 
n. AAAA study on consumer judg- 
n it of advertising is likely the most 
Miifieant information to come out 
o the 4<>th annual meeting of the 
.. tciation. 

he broadcast advertising industrv 

K have more of what it has known 

. finned bv tins study than what it 

that is new, but that confirma- 

will be valuable since it, for the 

: time, punctures a vacuum which 

• cd the myth that the consumer 

B eady to revolt advertising, radio 

ai television in particular. 

he study reveals, tor instance, that 

i'l a list of ten subjects described 

I! part of American life, including 

c v thing from Federal government 

AAA Elects Strouse 

White Sulphur Springs, W. Va. — 

>rman H. Strouse, president and 
ief executive officer of J. Walter 
lompson Co., New York, has 
en elected chairman of the board 
the American Assn. of Advcr- 
ing Agencies. 

Election of new officers and di- 
:tors during the AAAA's 1964 
nual meeting held at the Grccn- 
jCf at week's end, also named 
illiam F.. Steers, president of Clif- 
rd. Steers & Shenfield, Inc., New 
>rk, the vice chairman. 
Robert E. Daiger, president of 
■nsant, Dugdale Co., Inc., Balti- 
nre, was elected secretary-treas- 
\Ko elected were three directors 

• large, three directors representing 

I astern region, one rep r e se nt- 
i: the Hast Central region, two 
^resenting the Central region, 

• J one representing the Western 

lohn Chrichton continues in of- 
le as president and director. 

\long with Strouse. Steers, 
I igcr and Chrichton, David C 
i'wart, president of Kenyon & 
Ikhardt. Inc.. Chicago, was 
<-ctcd by the new board to the 
derations Commute which is to 
' et monthly when the board is 
' in session. 

and bringing up children to religion) 
advertising is simply not a central or 
important issue in the conversations 
of the consumer. It finishea <.\cm.\ last. 
It also finishea last as something 
the consumer has strongest opinions 
about. "Hut it jumps closer lo the top 
ol the list of things in lite WC enjov 
complaining about but we may not 
really be too serious about in our 
Complaints." It follows the Federal 
government, and is tied for second 
with clothing and fashions. 

A small minority in this study — 
15 percent — believes changes should 
be made in advertising. 

I ight out of ten agree at least par- 
tially that advertising is essential as 
an economic force. Almost half of 
these consumers believe that adver- 
tising does help "raise our standard 
of living without qualification;'" three- 
quarters believe that it partially helps, 
and only seven percent flatly disagree. 

Over half of the consumers just 
flatly agree that advertising results in 
better products for the public but are 
equally divided in whole or partial 
agreement that, in general, advertis- 
ing results in lower prices 

How does the consumer react to 
specific, individual advertisements.' 
In the measurements limited to ad- 
vertising appearing in newspapers, 
magazines, television and radio: 

Advertisements were categorized 
by 37 percent, as "offensive." The 
majority thought them to be either 
enjoyable or informative, one out of 
four is thought to be annoying, and 
one out of twenty is singled out 

In the whole question of ovcrcom- 
merciali/ation, the role of clutter was 
disclosed to: 

Have 30 percent of the people lump 
advertising and clutter together. Two- 
thirds of the people believe that clutter 
takes up five or more minutes of the 
average tv hour. 

Half of them think advertising takes 
up ten minutes or more. For one- 
third of them, clutter has a mixed or 
unfavorable effect on their attitudes 
toward televiewing. 

The study, however, will continue 
to > icld a greater amount oi informa- 
tion in the future. The raw material 
will keep the computers rolling tor a 
long time to come with facts addi- 
tional to these and others which have 
not been covered here. 

Donald I . (Canter of Tatham-I and 
Inc., Chicago, and chairman of the 
\ \ \ \ Committee on Research, told 

the convention: "We have tried to 
represent, reliably, consume! reaction 

to advertising in general .md adver 

tisements m particular We have fives 

the consumer his day in COUIl and we 
have tried tO reflect his views as 

precisely ai\A tuliv as we know how 
to do so." 

William M. Wetlhecher, of I I 
Larochc and Co., Inc., New 'lork. 
and vice chairman of the \\\\ 
Committee on Research, presented 

the initial report on consumer re- 
action tO advertising and concluded 
In saving: It our industry has not 
committed all of the sins that it is 
being accused ot, we still cannot over- 
look the fact that our industry has 
presented to the public at least a 
little advertising which is offensive. 
and some advertising which is annoy- 
ing. We cannot in addition overlook 
the fact that very many ads which do 
not offend or annoy, do not inform 
or entertain, either. 

"As we. as an industry . talk about 
wavs and means of increasing the 
productivity of our advertising, it 
seems to me that these data speak for 
themselves. There is an opportunity 
to reach into people's minds and in- 
form them. 1 his study saya that we 
still have a long way to go. Our prob- 
lems as an industry arc less concerned 
with what we have done than what we 
have left to do." 

Lee scolds Commission's 
Barry-Enright am revoke 

Washington — FCC cmnr. Robert I 
I ee is unhappy with majontv deci- 
sion to take WGM \ awa) trom form- 
er tv qui/ programera Jack Harry and 
Daniel linright because of flaws in 
character. I ee believes the two have 
been punished enough for the I 
rigged-qui/-show scandal. He agrees 
with FCC hearing examiner's prefer- 
ence to let bygonea be bygones, since 
operation of the Hollywood, I 

station has been satisfactory, and was 
not involved with the qui/ programs. 
I ee points out glaring inconsis- 
tencies in Commission's revoke policy. 
It recently denied license renewal to 
\\\\ i/. Lorain, (X, bwairat of "ir- 
responsible behavior" bv owner San- 
tord SchafitZ — but granted the same 
licensee a renewal ol UR\I I rrell. 
Pa. Lee also sides with W(i\| \ argu- 
ment that Westinghouse was not p 

alized tor "serious misconduct." I ( c 

holds that misconduct in a non- 
broadcasting field 1 ee comments on 
the inference "that if misconduct takes 
place in a non-broadcast field, the 
blood is not so corrupted that a . 
son's qualifications to engage m broad- 
casting are reallv impaired " 

S" SOS / April 27, 1964 


Magnuson, hearing FCC budget request, reveals 
worries of pay-tv, liquor ads, commercial policy 

Washington — Senate Commerce 
Committee chairman Warren Magnu- 
son is worried about growth of pay-tv, 
about liquor advertising, and is also 
keeping an eye on FCC's broadcast 
commercials policy. During a bland 
appropriations hearing on FCC's 
hoped-for 16.6-million budget for fis- 
cal 1965, Magnuson, as chairman of 
Appropriations Subcommittee, asked 
FCC chmn. E. William Henry what 
the commission plans to do about pay- 

Henry said a moment of decision 
will come when expected request for 
regular operation is made by Hart- 
ford pay-tv experiment authorized by 
commission. We will have to decide 
whether to approve it on a regular 

The worried Magnuson said: "But 
what if Hartford wants to extend 
services to further areas? This is a 
very serious question." Henry said he 
was very much aware of it, and so 
was FCC's special pay-tv committee, 
composed of Cmnrs. Lee, Cox, and 
Loevinger. Henry said he was also 

Westclox gears campaign 
to daylight time switch 

New York — Westclox Div. of Gen- 
eral Time Corp. has geared big ad 
push to coincide with the change 
from standard to daylight saving time. 
The web buys of 19 minutes are esti- 
mated to reach over 23 million view- 

On radio, Westclox commercials 
will be aired via 191 NBC stations 
Apr. 24, 25, and 26, in Monitor, Em- 
phasis, and News of the World, for 
an estimated 195 listener impressions. 

Television spendings for the drive 
are over $200,000 gross, according to 
a spokesman. During the spring cam- 
paign, tv represents about 25 percent 
of the ad budget, it was revealed. 

Reason for the heavy buying is to 
introduce new line Big Ben, Baby 
Ben, and Ben Electric clocks. West- 
clox is marking the first major de- 
sign and feature changes in Ben 
alarms in seven years. Theme of en- 
tire year's promotion is "Golden 
Year of the Bens." 

Refined features of the Bens will 
be highlighted: new oval face, adjust- 
able loud-soft alarm, quieter tick, in- 
audible wind, louder alarm, and 
longer alarm. The clocks will sell for 
$7.98 and $8.98. 

Advertising will appear in maga- 
zines in May and June, 10 weeks 
in newspapers, and April and May 
in the trade press, in addition to radio 
and tv efforts. 

worried about CATV aspects, with 
possibility of wired tv service shooting 
great distances, and without need for 
FCC authorization unless microwave 
links are used. 

Henry said FCC will have another 
large moment of decision when the 
California subscription tv operation 
applies for microwave facilities to ex- 
pand and interconnect its Los Angeles 
and San Francisco programing. Mag- 
nuson bluntly asked Henry if FCC 
"has or wants jurisdiction over all- 
wire subscription services" if they be- 
gin to span the country large-scale. 
Henry said they'd be thinking about 
it. He remarked in passing that so far, 
the Hartford experiment programed 
largely for "mass appeal" with movies, 
sports, and a few local events. 

About commercials, Magnuson 
apologized: "This is an awful question 
to ask you fellows — but what is the 
status of your study of commercials?" 
The FCC chairman said that although 
proposed rulemaking had been "un- 
animously" terminated, the FCC was 
handling commercialization on a case- 
by-case basis. Further, he interprets 
Rogers Bill not as bar to considering 
commercials policy, but as "mandate" 
to keep handling matter case-by-case. 

On liquor advertising, Magnuson 
warned that he expects FCC to work 
with Congress to keep liquor ads off 
air. "There is a serious threat of a 
breakthrough," he said, and NAB 
code could not handle it. Magnuson 
noted with some pride that it was his 
idea to get broadcasters to agree 
never to show actual drinking of beer 
on air. 


New York — Producers of shows 
seen on CBS-TV can still produce 
"realistic and meaningful drama," 
but they've got to ease up on the 
use of expletives like "hell" and 
"damn." So ordered program v. p. 
Michael Dann last week in a memo 
to tv producers, program depart- 
ment personnel, and program prac- 
tices staffers. According to Dann. 
"a significant number of viewers" 
frown on such expressions, and 
while the network had no wish "to 
restrict creative effort" or to "emas- 
culate or bowdlerize our pro- 
grams.' - writers and producers 
would have to make "some addi- 
tional effort" from now on to re- 
duce the amount of salty language 
which finds its way into tv dialogue. 

UHF problems loom 
as deadline nears 

New York — Sponsors looki 
forward to UHF as growing a 
vertising medium may have se, 
eral years' wait, as April 30 dea' 
line nears for conversion to a 
channel receiver production. 

At present, only 20 percent ! 
tv set sale-areas have UHF oi 
lets; therefore consumers in son 
80 percent of present set sale-arei 
will pay some $30 extra for a 
channel receivers with no UHF st 
tions in broadcast area. Gover 
ment, however, hopes new bill w 
foster growth of UHF video. 

Anticipating problems in sellii, 
sets with UHF tuners, tv dealel 
have apparently built up substanti 
quantities of VHF-only receivei 
more than two million, to be so; 
after April 30, thereby circumver 
ing spirit of new law. 

Consolidated Cigar earninc 
up 92 percent in first quart 

New York — Cigarettes-to-cijr 
switching in wake of Surgeon G- 
eral's report has boomed sales " 
Consolidated Cigar Corp., Chairni 
Samuel J. Silberman reports. Net ea ■ 
ings for first quarter of 1964, in f«, 
are up 92 percent from correspond : 
period last year, with sales volume i 
nearly 19 percent and with overti: 
production schedules unable to kip 
up with demand. First-quarter sa 
over $35 million. 

Hottest trend in cigar field, as 
pectcd, is in "small cigar" categc 
Demand for firm's Muriel Air-Ti 
Silberman told annual sharehold. 
meeting last week, has been "l 
rocketing." Although Silberman's • 
port did not discuss advertising, C< 
solidated Cigar spending — particuia 
in tv — will boom at rates commen 
rate with expanded sales (see Sp( 
sor Scope). 

Filmways in black '64 period 

New York — Filmways, Inc., 
leading producer of tv commerci 
and programs, is now grossing ab« 
$14 million annually, and expects 
show net of about $300,000 in 19 
fiscal period. Of the gross, some tv 
thirds comes from tv production act 
ity, reports Filmways president 
Moselle, with the majority of rcm.i 
dcr coming from feature movie pi 
duction. Filmways emerged from I 
spring program sales season in stro 
position: Beverly Hillbillies, Pettkt 
Junction and Mr. Ed. which arc p. 
duced or co-produced by Film^a 
have all been renewed for fall seasi 

April 27, 1964 / SP0NS 



77/ e So u n d of 

Radio in liiisimss 

Est ablish mi nts 



50,000 WATTS 

leader in reaching 
the people who buy 
and sell your products! 

WHN is proud that it is first in the 1964 
Hooper Business Establishment Survey 
(Feb. -64) in New York . . . further proof that 
its "Sound of Beautiful Music" program 
ming has become a dominant force in the 
nation's s 1 market. 


■T" t-or detailed information call your KAIZ or 
■B^ WHN representative. 














ONSOR / April 

27, 1964 

President and Publisher 

Executive Vice President 




Managing Editor 


Special Projects Editor 

Senior Editor 

Associate Editors 

Editorial Assistant 

Contributing Editor 


Washington News Bureau 

Field Editors 

ALEX ORR (East) 

DON HEDMAN (Midwest) 

Regional Correspondents 
JAMES A. WEBER (Chicago) 
SHEILA HARRIS (San Francisco) 
FRANK P. MODEL (Boston) 
LOU DOUTHAT (Cincinnati) 


Production Manager 

Editorial Production 

Advertising Production 







New York 



Los Angeles 


San Francisco 


Editorial Director 

Production Director 

Circulation Director 

Data Processing Manager 

Advertising Promotion 

Circulation Promotion 





APRIL 27, 19f 

Vol. 18, No. 1] 


Broadcast advertising at the Fair 

The New York World's Fair — one oj the hottest launching 
pads ever for radio I tv programs and commercials 

Anatomy of a $15,000,000 beer campaign 
Anheuser-Busch' s ad budget allots two-thirds oj its 
strength to radio/ tv to assure Bud's sales leadership 

Part Two 


Agencies choose tv for intro of new wrinkle-smoothers 

Helene Curtis and Coty are out with lotions and using 
tv for intro. Revlon. Hazel Bishop and Max Factor to 


Job switching — media's worsening malady 

Lack of full knowledge about future opportunities 
fuels "needless shifts" from one agency to another 


Cookies go to Europe for live-on-tape sell 

Stella D'Oro, using on-location video tape in Europe, 

finds satisfaction with line standards and dollar results in cookie sales 


Radio basic in Alberto-Cluver push for male market 

Alberto-Culver adds radio to tv push to boost sales of 
Command, the man's hairdressing 


Film bartering still active 

Sidney Halpern admits "barter" arrangements arc current 
practice but defends it against critics 




Commercial Critique 


Friday at Five 


National File 


Publisher's Report 
Week in Washington 

555 Fifth 

SPONSOR® Combined with TV, U.S. Radio, U.S. FM1T> is published weekly by Moore Publish" 
Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISIN 
HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-{" 
Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North La Salle St 
Chicago, III. 60601. Area Code 312 CE 6-1600. CLEVELAND OFFICE: 6207 Norman la 
Cleveland, Ohio, 44124. Area Code 216 YE 2-6666. LOS ANGELES OFFICE: 1145 W. Sixth St 
Los Angeles, Calif. 90017. Area Code 213 HU 2-2838 SAN FRANCISCO OFFICE: 601 Californi* 
St., San Francisco, Calif., 94108. Area Code 415 YU 1-8913. SUBSCRIPTIONS: U.S., its po»! 
sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For sob 
scription information write SPONSOR, Subscription Service Department, Ojibway Buildin 
Duluth, Minnesota, 55802. Application to mail at the second class rate pending at Dulu' 
Minnesota. Copyright 1964 by Moore Publishing Co., Inc. 

April 27, 1964 / SPONSOR 


/ ~ 

for MURDER.. 

The Latins named him: 



. . . the ancient Romans were 
long winded . . . we call our 
seahorse "SUNNY." 

He's the symbol of Quality 
Broadcasting in Tampa-St. 

Ex SUNNY venarus SALES 



Don't trip on your toga, call: 

Nat. Rep.: Venard, Torbet & MfConnell 
S E Rep.: Bomar lowrance & Associates 




I've been talking FEDERATED NAB for ten years. 
So naturally I'm more than interested to note the eurrent wave of interest 
in the subject. 

Our "Blueprint for a Federated NAB" was first published in Sponsor, I 
complete with diagram showing suggested line of command and compon-| 
ents of a proposed federation, way back when. 

What baffles me is why so logical and necessary a step is allowed to fl 
stay in limbo. If past experience is an example, the present groundswell 
will be briefly amplified and then take a backseat to the next crisis. 

Why do I think that a federated NAB is so essential? Here are a hand- 
ful of top reasons: 

1. The commercial broadcasting industry is a real giant. It's also com- 
plex. But its complexities fit snugly into several separate setups under one 
tent. The NAB is concerned with matters common to the whole industry. 
It is concerned with separate television matters. It is concerned with separ- 
ate radio matters. Our proposal, made ten years ago and repeated today,! 
suggests separate radio and television associations with managing directors 
for each operating autonomously, but on common matters working with the 
president and combined boards. 

2. The biggest task facing the NAB president under the existing setup 
is to advance and protect the concept of a free enterprise commercial broad- 1 
casting system with minimal governmental regulation. The more attention | 
that he can give to this all-important assignment the more valuable his con- 
tribution should be. A federated NAB will permit him to concentrate on) 
this objective with fewer distractions. 

3. There is talk of a separate radio association completely removed I 
from the NAB. Such a proposal is being voiced in trade publications and 
newsletters right now. I strongly doubt that this will do the job. The com- 
mon causes which both tv and radio elements must uphold would be 
handled by two separate associations which obviously would muddy the 
waters and often do more harm than good. 

4. Besides the vital task of enhancing the industry's image with the 
government, the president is involved in other common industrj activ- 
ities such as labor relations, legal matters, coordination with other industry 
efforts, and public relations. A federated NAB provides an ideal tent for 
covering common-purpose chores rather than asking various organizations 
to handle them piecemeal. 

5. A federated NAB with separate budgets and strong areas of re- 
sponsibility and autonomy for each of its three setups is more economical 
than splinter organizations. The numerous splinter groups of our industry 
add up to tremendous cost. Thought must be given to consolidation. The 
federated NAB provides the proper location for most of these splinter 
setups under their respective areas of interest. 

6. Radio has often complained that it doesn't get "a break" under tv 
domination of the NAB. A federated NAB would automatically mean that 
the radio president would pursue his goals with intensity and purpose. 


April 27, 1964 / SPONSOR 

"&4 *~J 






Meet Europe's favorite sleuth — Chief Inspector Jules Maigret of the Paris Surete. Maigret, bulky, 

human, unorthodox — brilliant creation of novelist Georges Simenon, who has produced more than 

400 books to become one of the world's wealthiest writers of crime fiction. 

Inevitably, someone had to make a Maigret television series. Top production companies competed 

for the rights. Simenon unhesitatingly chose BBC TV for its unrivalled facilities, its quarter-century 

of know-how. 

With a dynamic team of leading writers, directors, designers and technicians, BBC TV set about 

adapting 52 of the Maigret novels to television plays. An equally brilliant team of actors was cast to 

fill the 1,000-odd speaking parts, and a 3i year production program got under way— with extensive 

filming in France to ensure authentic background. 

The result? Unprecedented success. Whenever the Maigret series has been screened it has won 

top audience ratings, top awards. In Canada, where it is currently shown under Alcan sponsorship, 

Maigret has even challenged ice-hockey for top ratings, with Nielsen giving the long-established 

sports program a bare two points lead. 


I Australia, where Maigret premiered last fall, it immediately soared into the top ratings in ABC's 

'-city network— as the Aussie leading weekly said " it has won just about every award a TV series 


I Britain, the Maigret series established a record by carrying off 5 top TV awards and reached a 

I ak of 17 million viewers. 

hw Maigret has come to the States. More details of this internationally top-rated series will auto- 

ntically be mailed to all television stations within the next few days. Should you require additional 

i ormation, please contact Peter Green at-BBC TV ENTERPRISES 



630 Fifth Avenue, New fork 20, N.Y. Phone: LT. 1-7100 

*0m <* ' 1 


A World's Fair is a very, very 
large ad. It's an ad on America, 
and her friends, but mostly America, 
and it's expensive. 

It's made up of a lot of smaller 
but sizable ads in glass, steel, plas- 
tic, concrete, aluminum and more. 
And inside of these are products 
packaged as ads, which is what the 
Fair is all about. 

To the great public, it's the big 
show of almost a lifetime. To a 
smaller public — responsible for 
creating it — it's also the big show 
of almost a lifetime, on one of the 
biggest and most expensive "loca- 
tion sets" in the history of enter- 
tainment and communications. 

The men behind the packages 
want to make their pitches foolproof. 
They want the ads that house the 
packages to be a success with the 
great public. Collectively, they 
want all of the bigger ads to make 
the Fair a boxoffice smash. 
But they can't be certain. 
They pay their money but they 
can't be certain. They get the feel- 
ing of being back in the local retail 
ranks and at the mercy of the 
weather, a rail strike, or some other 
act of providence. 

To persuade the public, they lean 
heavily on broadcast advertising — 
without which the whole thing could 
never have gotten so big in the first 
place. (Could a print society have 
alone produced anything as huge?) 
They take the Fair — the big ad 
and the littler ads — into the 
marketplace of America and the 
world, and they do it with radio 
and tv at a speed never before pos- 

Broadcast advertising has gone to 
the Fair, and SPONSOR'S Charles 
Sinclair has captured the whole 
tense, unique tussle in broad but 
penetrating strokes in our lead story 
shirting on page 21. It's a side of 
the Fair admen will remember. 

555 FIFTH 



More buyer guidelines 

The appearance recently of an 
article in Sponsor (Apr. 13, 1964) 
prompts this writer to add a post- 
script or two to Carl Schuele's 
"Guide to Becoming a First-Rate 
Time Buyer ... As a Rep Sees It." 
We arc in agreement, generally, 
with Mr. Schuele's suggestions, but 
we note that most of his 20 or so 
guide-posts are applicable to any 
job in any business. 

Taking pride in one's appear- 
ance is important, but it is not a 
rule peculiar to timebuying and will 
hardly account for any meteoric 
rise to the top. The same is true 
for his advice about being alert, 
learning your product, being 
prompt, keeping an open mind, 
etc.. etc. 

Further, while much was said 
about what a buyer should do, lit- 
tle or nothing was devoted to what 
a buyer should know. We think of 
the immeasurable value there is in 
acquiring a working knowledge of 
media research, or at least broad- 
cast research, so that judgment to 
purchase is not reduced to a 
more mathematical comparison be- 
tween a rating of 20 versus a rat- 
ing of 18. 

What about reach and frequen- 
cy? A 200 rating point schedule 
comprised of ten spots, each with 
an average rating of 20. will come 
one way. The same 200 rating 
points made up of 40 five-rated 
spots will perform quite differently. 
Cost per thousand? Cost per thous- 
and what? Is there really justifica- 
tion for turning thumbs down on 
a buy just because it has a CPM 
something which is 5 cents higher 
than a schedule on another station? 
There are other considerations. 

A good buyer — 1 mean a good 
buyer — should be completely con- 
versant with the various rating serv- 
ices, their advantages, their dis- 
advantages, their limitations. We 
could give a lengthy discourse 
about the differences between cov- 

erage versus effective coveragi] 
or about a rotating schedule \crsi 
a fixed schedule. And how aboi 
the value of a spot which appeal 1 
imbedded within a program as o\ 
posed to a program adjacency. 

All of the above, and muc 
much more, are instrumental in di 
veloping a first-rate buyer. 

Building a successful career 
this industry does depend on har 
work but all the hard work in th 
world is meaningless and waste 
unless it is predicated on sound e> 
perience, efficiency and an insatk 
ble curiosity to learn, learn, lea 

Herbert A. Sto 

Media Supervise 
Reach, McC Union & ( 

Sew York. N: 

Praise for trade press 

On behalf of the Executive Coi 
mittee of TFE '64. I want to te 
you how much we all apprecial 
the splendid coverage Sponso 
gave to our group during the NAlJ 
convention (Apr. 13. p. 27). 

There is no doubt that a grei 
deal of the success achieved by 
TFE is due to the excellent su 
port of our trade press. 

Ricluird Carta 
Vice Presid. 

Trans-Lux Television > 

New Y V.l 
I o-chmn., Executive Contmitte 
Tl I 

Alert to pay-tv 'dangers' 

You did a great job on th< 
dress by Herb Jacobs, president d 
l\ Stations. Inc. ("The Pay-T 
Controversy." Sponsor. Apr. 13 
p. 28). 

A million thanks from the bot 
torn of my heart and from eva 
broadcaster in the business who' 
got enough sense to realize ho 
very dangerous this matter is. 
Charles H. Crutch 


Jefferson Standard Broadcasting C«J 

Char Ion, \ I 


April 27, 1964 / SPONS 



Affiliated Advertising Agencies Net- 
work, annual meeting, Andre* John- 
inn Hotel. Knoxville, lenn. (to Ma) 

Wometco Enterprises, annual stock- 
holders' meeting. Forest Hills ["heatre, 
Fores) Hills, N, 1 and at World's 
Pair I 

Vssn. of Canadian Advertisers, an- 
nual conference, Royal York Hotel. 
Toronto <27-2 i m 

Motual Affiliates Advisor] Com- 
mittee, executive committee meeting 
.it I .in Vegas (27-28), followed bj 
regular session (2'' ;i| i 

Societ} of Photographic Scientists 
ft Engineers, l l >M international con- 
ference, Hotel Americana, N.Y. (27- 

Screen Actors Guild, membership 
meeting, ballroom, Park Sheraton 
Hotel, New York (28). 

Dallas/Southwest Industrial trade 
lair, State I air Park. Dallas (28-1). 

station Representatives Assn.. 
Silver Nail-Gold Key Awards, Wal- 
Astoria, N. Y. (28). 

American Film Festival, sixth an- 
nual bj Educational Film I ihrarv 
16mm competition. Hotel Bilt- 
more. N Y. (20-Maj 2). 

American Women in Radio ft Tele- 
vision. I Jth annual convention, Mayo 
Hotel. Tulsa I JO-Maj 

American Marketing Wn.. New 
York Chapter's second annual new 
products conference. Hotel Dclmonico. 
\ N. i ml 


Snuiliern California Broadcasters 
Assn. — t nivcrsitv of Southern Cali- 
fornia's joint third annual Radio Sem- 
inar. I S( campus 1 1 ) 

Kansas Assn. of Radio Broadcast- 
ers, annual convention, I assen Hotel. 
Wichita 1 1-2). 

kentuckv Broadcasters Assn., spring 
.onvention. Louisville Sheraton Hotel 

Missouri Broadcasters Assn., annual 
' rneeting. Columbia (5-6). 

( BS-TV, annual conference of net- 
work and affiliate executives. New 
York Hilton (5-6). 

I kctronic Industries Assn., work- 
top on maintainabilit) of electronic 


equipment Sheraton leffcrson Hotel. 
S I ouis (J 7). 

(.re. iter Augusta Advertising ( lull, 
annual election meeting, Downtownei 
Motel, (7)). 

Montana VI' Broadcasters Assn., 
session at I cw iston (7). 

California AP Radio- 1 \ Assn., an 
Dual convention. San Jose (8-10) 

(alifornia \l' Radio- 1 \ Assn.. 
session at the Hyatt House. S 

Indiana AP Radio- 1 \ Assn., ses 
sum at Indianapolis I'M 

\de\ <>4. Intl. Adv. Exhibit, ( Ad 
vertising l nhibition Promotions old 
Bailey, l ondon), at ( irand Hall, 
Olympia, I agland (9- 10). 

Pennsylvania Assn. of Broadcasters, 
annual meeting, I he Inn. Muck Hill 

Falls do-12). 

National Retail Merchants Assn.. 

sales promotion division convention, 
at the Hotel Americana, n Y (10- 

Direct Mail Advertising Assn., di- 
rect mail institute. University ol Con- 
necticut, Storrs. Conn. (10-15). Mail 

order seminar. Statlcr Hotel, Boston 

\ssn. of National Advertisers, ses 

sum at Waldorf-Astoria, N. Y. (11- 

sales Promotion Executives ism., 

seventh annual conference, Astor 
Hotel. N. Y. (11-13). 

National Acadcmv of Recording 
Arts & Sciences, dinners lor Grammy 
Award winners, simultaneous!) held 
by its chapters in New York. Los An- 
geles, and ( bicago (1 2). 

Chicago Fede rate d Advertising 
Club. 22nd annual advertising awards 
presentation and dinner. Palmer 
House (13). 

American TV Commercials I es- 
tival, fifth annual awards luncheon. 
Waldorf-Astoria (15). 

Sales ft Marketing I xcciitives-lntl.. 
convention. Palmer House. Chicago 

Ohio Assn. of Broadcasters, spring 
convention. Commodore Pcrrv Hotel, 
Toledo (21-22). 

Alabama Broadcasters Assn.. spring 
convention. Broadwater Beach Hotel. 
Biloxi. Miss (21-23). 

Association of Broadcasting I Mid- 
lives of Texan, annual awards ban- 
quet. Dallas (22). 

I ouisiana-MLssissippi AP Broad- 
casters Assn.. annual convention, 
Jackson, Miss (22-24). 

Emmv Awards |6th annual telecast. 
Music Hall, Icvts Pavilion, New York 
World*! Fair, and the Palladium. Hol- 
Ivwood 1 25). 

Catholic Press Assn.. convention. 
Pcnn-Shcraton, Pittsburgh 

Art Directors ( lull of N.Y.. awards 
luncheon. Americana Hotel (2( 

Visual Communications Conference 
i Art Directors ( h,l> of N. I 
York Hilton (27-2 

NSOR / April 27 1964 

American li M< r t li.indisin^ 

Institute, Del < I) 

i n iiuu 

JUNE Asmi ,,| lh, (,i.i|ilii, 

Aits, invention Hall P 

luti. Kadi.. \ h Societ] 
I ion oi Honoi presentation din 
tier, ai \\ aldorl Astoria n n. 

National A Presentatioa Asm. 
i >.iv ol \ isu.ils ' t ommodo 

Marketing Executives ( hib "i Ni 
^ ork. convention, Radio < ii 

Advertising I ederation ..I Ainrr- 

iea. f.oih annual convention, < 

Park Pla/a Hotel. Si LO 

International Advertising Assn.. 
1 6th annual world congress, Wald 

Astoria. V Y (7-10). 

A mer i ca n kcademj of Advertising. 
annual convention, ( hase-Park Hotel 
Si I ouis (7-10) 

Spei ial I ihrari. s Assn.. 

vention ol advertising and publisl 

div isions. Sheraton lefl H I, Si 

I ouis (7-1 I ). 

Non-Sectarian National Rilili ( <>m 

munications Congress, Sheraton Park 
Hotel. Washington, I) ( (10 

Mutual Advertising Am in » N.i- 

work. national business meeting I 

marck Hotel. ( hicago (11-13). 

(Georgia Assn. of Broadcast' rs. 2'M!i 
annual summer convention. ( all.- 

( iardens, ( >a 1 1 1-16) 

National Asmi. ol Displav liulus- 
(ries. I r.ule Show Bldg A ' 

Yorkei 1 1 1- 

American Marketing \>mi.. 

national conference, Sheraton Hi 
Dallas (15-19) 

International Advertising I ilm 

I \ enice, It.dv 1 1 5 
F e de ra tion of Canadian Advertis 

ing X Sales (luhs. I~th annual . 

ference, Nov a Scotian Hotel 1 1 
N s (18-21). 

Assn. of Independent Metropolitan 

Stations, annual meeting. MontJ 

( anada (18-21) 

Radio- Tek » k d on News Dkrecton 

Association, national spring nice: 
( herrv Hill. N J .21 I 

National Advertising Agcnc) N 
work. 1964 management conler. 

Par Horizons Hotel s 

[ ransanu-rica Advertising A 
Network, annual meeting, N "> 

National I \vmi.. 
convention. Hotel ( omu N l 


Assn. of Industrial A. hen 
42nd annual D 
Hotel. Philadelphi 

Advertinkai i tit ration of I 

si\th annual seminar in 


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Agencies looking 
to ease commercial 
bill payment plan 

Ad agencies are facing up to mounting problem for tv commercial productk 
houses. Namely — delinquent payment of bills for services. Meeting reported 
set up for May 8 by several top agency producers to dig around for easement 
situation. Custom of the trade: the production houses receive 50% on signii 
of contract, with balance on delivery of answer print. Payment of bills receivable \ 
many cases have been running behind as much as 90 days. Obvious result — pr 
ducers have gotten into habit of turning to banks and factors for short operatii 

Other webs eyeing 
ABC Sun. a.m. sale 
for business boost 

Other networks may follow ABC's announced plan to sell commercial time 
Sunday morning tv (Sponsor,. Friday at 5, Apr. 6), if move is successful in lur 
major advertisers from Sunday print supplements. The supplements are havii 
a top year, and a check of media execs indicates that much of their prosperi 
comes from advertisers who might normally be in network tv Sunday morning 
Advertiser thinking in this area is that if he can't catch families via their tv screei 
Sunday mornings, the next spectacular medium he can find for that period is fou 
color Sunday supplements, with such a splurge providing him with image an 
prestige he aspired to in network tv. 

Cigar firms unwrap 
bigger ad campaigns 
to win cig smokers 

Cigar companies continue to take advantage of cigarette scare, snaring awi 
smokers who have eased up their "habit" in the wake of the surgeon general 
report. Move in this area entails greater advertising expenditure on part of ciga 
makers, as indicated by disclosure of Consolidated Cigar chairman Samuel 
Silberman that his firm has earmarked $10 million in this area, and most of 
slated for tv. This is sharp increase from last year's Consolidated ad budget, bi 
Silberman points out firm's net earnings for first quarter are up 92% over sarr 
'63 period, and sales volume is up 18.7%. He adds: "Prospects for cigar industi 
are good. In fact, they've never been better." 

Voters to decide 
on pay tv in Calif.; 
STV to start anyway 

Appears California voters will have option to cast ballot during Nov. 3 clectio 
on whether pay tv system can operate in state, as result of petition successfulli 
circulated by two groups. They are California Crusade for Free Tv. a group ( 
motion picture theatre owners, and Citizens Committee for Free Tv, made u. 
mostly of clubwomen but bolstered by some labor and local government suppoi 
Petition calls for repeal of legislation passed last year paving wa\ for pa\ tv. 
majority votes for repeal, the legislative permission to operate a cable-transmitte 
tv business in state would be withdrawn on ground that charging for tv viewed i 
home is "contrary to public policy." Meantime, Sylvester L. (Pat) Weaver, pre! 
ident of Subscription Television. Inc.. the company involved, says STV will ope 
on west coast July 1 as planned. 

Screen Gems seen 
readying drama push 
for 'easier' sell 

Look for Screen Gems to start pushing strongly into drama programing, (ok 
bia's tv arm has number of comedies on air. but no dramatic shows, which it 
as major area being looked at by advertisers for future buying. Move in 
direction is hinted at in executive changes being made by Screen Gems, topr 
by naming oi Jackie Cooper as its top aide on west coast, in place of depar 
William Dozier. Other new execs include John Cassavetes as producer-director 
creator, plus number of former Four Star helmsmen, such as H\ Werback, Richl 
Alan Simmons, and Boh Claver. 


April 27, 1964 / SPONSC 


Life in ttie 
commercial factory 

\ Bob Levenson 

m president :n»l copj mpcnrlMt 
ink- Dane Bcrnbacfa 

liiiNk IV I i N< ON I R! D \ PI <>| : 

rherc is one outfit that (.Iocs 
racticall> ever) commercial we 
v on tele\ ision. 

I Ik\ must be making a fortune, 
cause almost everyone uses them. 

I began to suspect the whole 
ing when I judged several hun- 
ed i\ commercials during the 
">4 American T\ Commercials 

I couldn't find an) other waj to 

i the fact that so main de- 

lorant commercials use girls in 

wels. fresh out of their showers 

Or that almost everv ground 
commercial lias a close-up 

■t of a s^xip in ;i coffee can, 

th magnified sound. 

Or that so main instant coffee 

mmercials demand that you make 
B Stuff b> the pot instead of In 
E cup. 

Or that ever) mentholated cigar- 

C commercial has practically the 
me cool music running underneath 

\ltcr a hundred or so commcr- 
' lis. went by, I began to muse 
out what life in the commercial 
l.torv must he like. 

Vet I 

Risk Naught. agcnc\ presi- 
dent, calls one Stockton Shott. 
Shott receives the call in his 


Sum i : Yes, this is Stock 
Shott. You bet. R N . I'll be 
right over 

Vet II 

We are in Risk Naught's of- 
fice, at his advertising agency. 
Shott is being shown in. 

Bob I 

and copy supervisor at Doyh 
Dane Bernbach. I In- accounts In 
works an include Volkswagei I 
.)/ {Israel) lirlim t, tin 
Government I <>ui i^; i ./ the 

s.i/jv ( orporation. 

\ u (,ii i : i excitedl) ) I his is 
the biggest thing that's ever hit 

us. Stock. I hope you people 

will be able to handle it. 

Sun i i I >on'1 worrj . bain R( 
member our motto: the past is 
yet to come. 

N \i GH I : I know that But 
this one's ;i little different. I here's 
never been a product like this 

Sikh i ( ome. come. R, N 
you're taking this prett) serious- 
ly, aren't vou ' \ ou're begin- 
ning to sound like a commercial 

N \i GH I : How ^au I 
through to you? <>ui client. Red. 
W hite & Blue. Ine . has an ln- 
ter-Office Memo Reprocessing 
Department \nd they've come 

up with a In -product that does 


Siioi i : i opening on< 

N \i (,n i I hat's right sonn\ 

It tepl.i , 

bal oil it, tr. n 

SH( IT! I i| )ust the || 

I here s this happ) famil) in their 
1 Cod dim tt 

n m gh r: Not S 

I Ins stun is different It 
foi headaches, 

Sik.i i i ;ot )iist the || 

I lute's tins pendulum thai 
swings back and forth 

n o (,m i n, .hi re not with i 
sweetie > ou can mal 

out ol it ( )i hiush \,.ur teeth 

with it 

sh I've got just the shot 

I his little kill brushes his teeth 
and his pants |.||| down. 

N \\ GH I I think I'm 
you > OU Can wash clothes m 
it . . . 

Si km I I've got |ust the shot 
I here's this lad) folding h C r 

wash and smelling hct 

n vi (.ii i I ook, friend, I'm in 
double .tnd you're making jokes 
I his stufl replaces everything 
/ i (•/ y thing. And n nevei g e t - 
used up. Do you understand ' 

Sim i i i opening his other 
eye) I am not makii 
I've been in this business a long 
time I have I l basic situations 
down pat, \nd I have I ! 
variations ol them \l. grand- 
children w ill still be mal 

mercials with mv material 

with an) luck, they'll never have 

to expose another foot ol lilm 
N w GH I I hat's \erv nue tor 

your grandchildren, but what d>> 
we i.\o today? 

s i Well, R n . n th 

get tOO tOUgh, we can strm 

I 1,000 items together and ^ 

the quick-CUt commercial to end 

all quick-cut commercials l 
way, we touch ever) base and 

nobod) can tell what's . 

N \i (.in I hat's -t' I hat's it' 
Si Shott, you've done it aj 

I sn n of m 

in time to catch the 
mercial that wa shown that 


ting thin this 

whole tale is that when 
I found thai I reall) 

mine. • 

S'NSOR / April 27. 1964 


The highest rating ever for a feature film on New York television! (In fact, 
among a/[ programs this year, network or local, only the Beatles and Academy 
Awards scored higher.) Undeniably, movies on Channel 2 are bigger than ever. 

Channel 2's April II showing of From Here to Eternity on Schaefer Award 
Theatre (11:20 pm to 1:30 am) scored a record-shattering 45.6 average rating , 
with an 85% share of audience . In other words, long after usual prime-time 
viewing hours, more than 4 million New York television viewers kept their 
eyes on Channel 2 to watch this Columbia blockbuster from Screen Gems. 

Where do we go from here? Young Philadelphians , Man in the Gray Flannel 
Suit , Auntie Ma me , Pajama Game are just a few coming attractions which 
guarantee that audiences throughout the New York area will continue to be 
where they have always been, tuned to CBS Owned ^ \A/CRS-T]/ 

NSI it 

•ct to Qualifications which WCBS ■ J ■ 


Metro Charlotte is just the hard core of a market 75 miles in diameter that is succulent selling w3fl 
you buy WBT Radio. The populous Piedmont's top-audience radio station for two decades, ilp 
WBT's 50,000 watt signal delivers Charlotte PLUS — a market of more than TWO MILLION FO 
PLE with $2 1 / 2 BILLION in buying power. Your BLAIR man has the WBT story. It's a peach! 


JeMprson Sl.ind.ircl Broadcasting Company 




April 27, 1964 / SPONSC 


tpril 27, I". 4 

at the Fair 

"he billion dollar World's Fair opened last 
veek in New York ... is a giant tv stage, 
L/ith commercials, programs and a loca- 
on site for radio 

^s mi Niu York World's I \n< opened its gates 
^List week, and the first throngs swarmed over its 
r> acres, the billion-dollar showcase was also proving 
If to tv one of the hottest launching pads for radio- 
programs and commercials to be found anywhere, 
d the busiest location site since westerns were shot 
Griffith Park. 

Nobod) was particular!) surprised. 

\s a news event, it was one o\ the year's biggest. 
etwork and loeal news shows, newsreels and other 
formation services covered the opening lor which 
iblicit) had been building for more than a year — 
d NBC-TN turned its color cameras on the 90- 
inutc Opening Sight At I lie World's Fair sponsored 

I S Steel. 

Robert Moses. 74-year-old president of the Fair 
•rporation, was also being featured as the subject of 
rc than one huddle ol Madison Vvenue executives. 
M tart-tongued \1os c s a man who gets a lot done 
telling people the) have to do it his way, or forget 
— was well on his wa> to becoming the "Com 
■rcial Czar" of the World's Fair. 

Vgain, nobod) was particular!) surprised. 

\ in) adman who has followed the lair's prog 
•s is well aware, the list of industrial exhibitors reads 
e a portion o\ the "lop 100" list of broadcast ad- 

ui Carol Channinf n opening' 

Vfl< /i olor special. Below, ti 
' Vi IKK i: (1939) and /<"W color unit. 

"3NS0R / April 27, 1964 


Top: duPoni pavilion \lrcs.scs re- 
search. Center: I iewers will see 
huge Ford center. Bottom: M est- 
inghouse "Time Capsule" is re- 
peat of '39 success, is due in spots. 

General Foods Corp. pres. C. W. Cook <h and climn. Charles C . M or time 

inspect models of firm's news-bulletin arches. GF has filmed spots at Fail 

vertisers. Industrial giants like 
RCA, duPont, GE, Scott Paper. 
S. C. Johnson, Ford, General Mo- 
tors, Chrysler, Westinghouse, U.S. 
Steel and Eastman Kodak; food- 
and-beverage leaders like General 
Foods, Pepsi-Cola and Coca-Cola; 
transportation blue chips such as 
Greyhound, Avis, Eastern Air 
Lines, Socony Mobil and Sinclair 
Oil have built pavilions or displays 
whose budgets often dwarf those of 
show-business blockbusters like 
"Cleopatra." It's only natural that 
the use of such multi-million dollar 
product showcases as a site for 
commercials, or as a visual theme, 
would occur. 

Producers in the New York area 
told Sponsor of such World's Fair 
location projects as these: 

• General Foods, whose Max- 
well House Coffee has been named 
the "official" coffee of the World's 
Fair, has shot film commercials 
showing Maxwell House being 
served in various locations. 

• Ford Motor Company has 
filmed a scries of commercials 
showing new-model Fords — par- 
ticularly the peppy new Mustang 
— being driven at the Fair. (The 
lord Pavilion, not surprisingly, is 
seen in the backgrounds. | 

• Schaefer Brewing, an old hand 
at Fair-type displays (there is a 
reproduction of the original brew- 
ery at New York's Frccdomland) 
hired Videotape Productions o\' 

New York to shoot, at the Schaefe 

exhibit, a set of location commer 
cials on tape with Win Elliot. 

• Chrysler's Plymouth Divisioi 
and Socony Mobil teamed up t< 
shoot the finish of the Mobil Econ 
omy Run at the Fair for a t> 

commercial series. 

• U.S. Steel, sponsor of thi 
opening-night special on NBC-TV 
shot commercials at the Fair fea 
hiring the Unisphere, the Fair 
giant symbol donated by USS. Sim 
Harry. duPont and The Bell Sys 
tern, both major exhibitors, havi 
used their Fair locations as com 
mercial shooting sites. 

The list of such projects 
growing rapidly last week. A radio 
tv contact in the Communication- 
and Public Relations Division 
the Fair — an offshoot which acb 
as a combination of clearing liousi 
and censorship bureau regarding 
radio-tv commercials, print ads am 
other Fair tie-ins — told Sponsor 

"The World's Fair welcomes tie 
in ads. but the schedule's getting 
pretty crowded. Requests for co- 
operation are running at the rate 
of about 100 a day for all types ol 
activity. Radio and tv commercials 
riOVt amount to a couple ol doZO 
each week, although this will usual 
ly include several commercials I 
any one advertiser." 

There's no carte blanche at the 
Fair for broadcast advertising 
Since it's a seller's market 

April 27, 1964 / SPONSOI 

Schaefer goes tape 
at the Fair 

\s finishing touches were being given u> the 
World's Fair, I &M Schaefei commercial series u.i^ 
being location-taped .it brev« firm's long-length bai 
In Videotape Productions 1 mobile unit and t\ cre^ 

BBDO's 1/ Normandhi, 

\porting < <(/'• kepi m alt l>- 
uil eye < ■>! job. 

Right: Outdooi I', u was 

'•i/wc lot ale. 

Below, /• ft: Prodm tion 
< \, . 7. ■/. n Lowrej ill 
ponders n tru k\ t\ r< eni 
between takes. In ordt i 
to make bar look "popu- 
lated" s, hat '< i hiVrd - >_ 
1/ / A* I < r/ros, rf/ji oi 
errd thai < r " » <i was 
quick I y drawn from 
n (■ w / /> \ ( xhibitoi \ . '/j 
warm s /> r i /i g i/uv 6> 

Ml,'/// i>/ ( <>/(/ /', 

Camera technique, using trucking thot, was timilai to thai 
employed in motion p 

Below is what viewers in Schaefer marketing area will see on tv screens in ne* commercials. Hi I 

m ^kl » 

■^.T- ,f-ii * 


P^^^m5» ^ ^ R\ ' **^ 

3 * 

mi ii 

■ ' R fll W V U m\. 1 ■ ..." ,<V mi. \ • ■*•_» 1 



- i- ]«....■ ..:.-.i — «*....„ '..:..,.. .« 

50R / April 27, 1964 


shooting permits. Fair officials arc 
being choosy. Advertisers who de- 
cide that the Fair would be a dandy 
location site will find some basic 
hurdles. A few: 

1. Companies which have major 
pavilions — many of which soared 
far above their original cost esti- 
mates, creating a climate in which 
exhibitors are anxious to justify 
the expenses to stockholders and to 
themselves — have an unofficial 
first crack at the Fair as a com- 
mercial location. If American Mo- 
tors wanted to shoot a Rambler 
commercial at the Fair, or if Stand- 
ard Brands wanted to tie in with 
the Fair for a Chase & Sanborn 
Coffee spot series, they would find 
the securing of necessary permis- 
sions difficult, to put it mildly. 
Similar obstacles would not exist 
for Ford, Chrysler or General Mo- 
tors, or for General Foods' Max- 
well House. 

2. Liquor is strictly verboten as 
an advertising tie-in with the Fair 
where it concerns things like brand 
labels, although alcoholic beverages 
can make "generic" print tie-ins. 

3. Advertisers (or agencies, or 
producers) must secure written 
permission from Fair authorities 
covering any shooting within the 
grounds. To get such a green light, 
details must be furnished to the 
Fair concerning union clearances, 
insurance coverage, whether or not 
the filming or taping will interfere 
with normal Fair operations, 
whether an endorsement by the 
Fair will be implied, etc., etc. 

For those who do make the 
grade, the Fair is currently provid- 
ing some well-planned assistance, 
as well as some un-planned prob- 

On the positive side, a TV-Radio 
Industry Committee, set up many 
months ago to work as an advisor) 
board on broadcast news coverage, 
program originations and commer- 
cial shooting, headed by NBC's 
George Hienemann, has done much 
to make life easier for producers 
and admen at the Fair. 

I here are at least 26 basic orig- 
ination points within the Fair for 
radio and tv, covering choice views 
of the industrial, international, re- 
ligious and state exhibitions. At 
these points, there is provision for 
large-scale electrical supply and CO- 


Sizable coverage is being given to New York World's Fair 1 
radio stations and networks, and Flushing Meadows has becort 
a major origination point. Jack Sterling, morning man on WCE. 
New York, offered free tickets to Fair-originated show prior l 
opening to fill restaurant seating 250, quickly pulled over 10,01 
requests for first week alone. Station decided to move show to Fa 
and to invite select group of admen and clients to hydrofoil junk' 
to site. 

Right: Being whisked to World's Fair arc such admen as Richards Hair Spray 
Jerry Ralston (/), Gardner agency's Rosemary Vitanza {dark glasses) a< 
group from K & E, including Ed Finlay and Jim Alexander. 

Far right: With MGM-owned "Bounty'' in background, junketeers bravely ju 

ashore to meet wailing hits to "Top of the hair" and Sterling show. 

Si i ti ii i ii ■ i ■ mini ■ 1 1 ill mi ■■ iituin ■ ■iiiiiiiiiiiuaimiiiiiiiiiiiuiiiiiiiiiitii uiiiiinitiitntinti iiinnimimiiiiiiiiimiiiiiiiiniiiiniiiiiiiiiiiiwiiiiiiiiiiui iiuuimuiomniiii 

axial cable feeding to central 
points (where recording can be 
done on tape or where a telecast 
can be fed to networks). 

On the negative side, network 
and commercial producer sources 
told Sponsor that the Fair was "a 
maze of red tape." a •'nightmare of 
union jurisdictions" and that it 
was "playing favorites" (an obvious 
reference to the aforementioned 
fact that major exhibitors have an 
edge on promotional tie-ins). This, 
too, is not unexpected. The Fair 
has mushroomed into a commercial 
entity in a comparative!) short 
period of time, and many of its 
functions have not finished the 
"shakedown" period required to 
become smoothly operational. 

Focus of much of the radio-tv at' 
tivity at the World's Fair is R( * 
which is at the same time a pre 
ducer of consumer electronics and 
major factor in broadcasting an 
engineering development 

RCA. celebrated a silver annivei 
sarj for regular t\ service this 
has the largest communication 
center at the 1964-65 World's Fail 
and on the same grounds wher 
RCA staged its pioneering tv intr 
duction. At the RCA pavilion is 
complete operating color tv studio 
linked to what RCA describes 
"the world's largest closed-circ 
color tv network." 

The studio will also serve as 
staging area for specials and nev 
casts, and for morning telecasts 


April 27, 1964 / SPONS 


m thirlsh 

• '■ hum 

I and uit h < lieni 


mul in /in Li i. i>,iu 
ligan n i 


lor Joe />"i/> 

d trip. Hire null 



BC-TV's Today show during the 

iair. (Rival CBS has no tie-in 
ivflion, but is feeding the Joik 
erling Show daily to radio listeners 
>*m a run-of-the-Fair location at 
e " I op of the Fair" restaurant; 
e above). 

I he closed-circuit color tv system 

iill be viewed by most of the esti- 

ited 75 million visitors to the fair 

more than 300 locations. I ost 

ildren will be color-televised as a 

iblk service, but there's a good 

al more going on in the waj oi 

W-pressure commercial activity. 

For one thing, RCA \ ictor will 

periodic t\ closed-circuit 

ommercials" of a subtle nature 

Ming regular time breaks piped on 

' system. For another, Jim foney. 


director ol the RCA World's I air 
Exhibit, has long let it be known 
that RCA "will also accept from 

other exhibitors short segments thai 

are institutional in nature. I air- 
oriented and noncommercial " V 
latest count, some 75 exhibitors 
have furnished descriptive "shorts" 
to R< \ 

Samples I S Steel has turnished 
a color film on how the I nisphere 
was designed and built. Pepsi-Cola 
is providing a Wan" Disney-pro- 
duced film. Sinclair Oil's contribu- 
tion will be a film on its attention- 
getting dinosaur exhibit And other 
films are being provided b\ such 
companies - most of them m.i|or 
t\ advertisers with a cann\ eye fol 
the values o\ mass [\ exposure as 

Eastman Kodak. General Cigar. 
I Motor, Schaefer Beer, Amer- 
ican Express, Bell System, General 

Motors and ( 'hr\sler. 

I urthermore, in a gesture not un- 
like that o\ commercial broad 

casters, the RC \ closed-circuit - 
tern has accepted short films from 
vai ious public ser\ k ons 

uul government agencies for screen- 

I nample a I S vm\ -produced 
fin: Picture episode, in color, which 
deals with the historx and devel 

ment of the American 
is also a tie-up with the ^ 

Council, whereh 

cilities will be used, without 
for prixlucmg color * id. 
nouncements tor th< 

DNSOR / April 27. 1964 


Peace Corps, the U. S. Forest 

Service, the National Safety Coun- 
cil and other groups. 

There is, in fact, a curious and 
striking parallel between the activity 
of the networks at the Fair and 
their general attitudes toward color 
network telecasting. NBC-TV has 
more Fair-originated telecasts in the 
works than the other two networks 
combined. CBS-TV has the least, 
and is taking a very conservative 
view of the razzle-dazzle at the Fair 
(as one CBS executive put it to 
Sponsor: "We've looked at the 
Fair, and decided it would be diffi- 
cult to produce tv shows out there 
without giving free plugs to RCA 
or to advertisers on other networks). 
ABC-TV is fence-straddling, plan- 
ning mostly a few daytime origina- 
tions like Queen For A Day. 

Network entertainment-program 
chauvinism (if thus it is) does not 
extend, however, to the activities of 
independent producers, stations and 
other facilities at the Fair. 

Here are some current examples: 
Sterling Movies U. S. A., Inc., 
which distributes public service 
films to tv stations, has launched a 
scries which is being done with the 
aid of RCA's color tv facilities 
and mobile unit. Titled FY1 at the 
Fair, the package will consist of 13 
half-hour "interviews with leaders 
in the arts and sciences, business 
and industry, education and the 
many service phases of modern 
living." Host for the program will 
be Bob Considine, aided by tv per- 
sonality Fran Allison. 

On the radio side, Richard H. 
Ullman Associates, sales arm of 
program-aid-producing Morton J. 
Wagner Companies, has launched 
a series of programs, being pro- 
duced by Radio New York World- 
wide. These range from one-minute 
fcaturettes up to quarter-hour 
shows, and, according to the Ullman 
organization, have brought re- 
sponses from "more than 350 of 
the nation's broadcasters." 

1939: Then-RCA pres. David Sarnoff made tv history at first lair in N.Y. 
1964: With tv a reality, cluan. Sarnoff dedicates RCA color center on air. 

Independent program produce 
who largely call their own progra 
shots arc planning episodes or sp 
cials righf and left. Lucille Ba 
head of Dcsilu, has been talking 
Fair officials about an on-locatk 
special, Sponsor learned, as ha 
Fd Sullivan and Lawrence Welk. 
long list of local radio-tv progra 
producers and disk jockeys ha" 
been working with the Fair ( 
"beeper" phone interviews, ofti 
linked to "home state" pavilioi 
and visiting officials. 

One example: Early in the Fai 
planning stages, Storer-own 
WHN New York requested pt 
mission for a full-time direct "h 
line" between the station and t 
Fair's radio-tv communicatio 
center. The line was installed pri 
to opening day, and WHN promf 
ly started carrying bulletins CO 
cerning traffic on the Fair a 
proaches, brief interviews wi 
celebrities and dignitaries, ai 
last-minute news about special ; 
tractions at the Fair's pavilior 
Other New York radio outle 
from WNEW to city-owned 
YC, also showered listeners 
news items, bulletins and inform 
tion about the Fair. 

Foreign broadcasters arc ve 
much in the act. With over 
countries represented with large ai 
small exhibits, and with a bump 
crop of celebrities and facilities i 
hand, representatives of owrv 
broadcasters have been busih tapil 
and filming documentaries, spec 
programs and news coverage for t 
folks back home. I hese inclui 
Britain's BBC-TV, two West G. 
man networks. Italy's RAI. \k 
co's Telesistema, a Japanese m 
work, plus newsreel representativ 
from other European and Lati 
.American countries. 

"A few months ago. there w 
just me to handle the radio-tv pr 
gram and commercial requests, at 
1 had no great trouble doing it 
said John OKeefe, ex-WNBC-1 
press agent who is now on the coi 
munications and p.r. staff of t 
Fair. "Now, we have a whole st. 
to handle the queries and prohlcn 
and we're swamped. 1 lie interest 
the Fair is fantastic. I can't imagi 
what it's going to be like during t 
ls>65 season." 

One thing is certain. By all inc 
cations, it w ill be busy. 


April 27, 1964 / SPONS 

Bud's 1964 Ad Budget 

|\ and radio Wtt t^o-thinls <>l the SI 5-milliitn total! 

U M0,( 



t iniii 









I llH luiii S 
N 1 .450.000 fur 

lohnnj < irson 

on NBC-TV) 

Anatomy of a $15,000,000 beer campaign 

Anheuser-Busch's ad budget allots a cool two-thirds of its 
strength to radio and tv to assure Budweiser's sales leadership 

iecond of two parts 

\l \\| S I ROM M Wi DIRI ( I ions. 

hut mostlj St. Louis, Chicago 

d New York, dropped out of the 

kies to settle down at Miami's air- 

ort on Wednesday, March II. 

run there, it was a quick run to 

Vmericana Hotel at Miami 

each, ["here wasn't much time 

►r relaxation, however. Earl) the 

CXt morning, some lOO media men 

ip and walking around the 

squinting at the morning 

got. It seemed earl) for breakfast 

i America's vacation mecca, but 

was 8 a m. and business beckoned. 

What business' l he Anheuser- 
USch seventh annual Pick a Pair 
romotion convention, at which the 
tewer's $15 million. l l >M adver- 
ting budget was being sliced. 
>read and served up on buttered 
>•• \nd an important serving 

Was, too. for it described a two- 

month i \la> I to Jul) 4) sales-ad- 
vertising-merchandising effort that, 

if successful, WOUld account lor a 
gigantic 22 percent repeat. 22 

percent — of the No. I brewer's 
annual sales, a might) figure in 
light o( their nearly $500 million 
volume last year. 

B) 1 ->:I5 a'.m. sharp, the 100 trav- 
eling media men had gathered lor 
a morning of briefings b) 25 otti- 
cials of the advertiser and its agency, 
St Louis' IV \ic\ Advertising ( 
in the hotel's Horidian Room. I he 
large lou-ccilinged area was decked 
out to depict the beer campaign's 
election theme — "Note for Hud 
. . . Iwicc" with red. white 

and blue banners, streamers, con- 
vention toppers and. ultimately, a 
brass band as loud as a calliope 

Perhaps most important to 'he 
media men. chief!) from radio and 
t\. was confirmation of their re 
in the proposed campaign Bud- 

weiser spokesmen soon put them at 

ease with the tacts: 

I wo-thirds of the S 15 million to- 
tal would be spent on broadcasting 

Spot radio gets the mosl in 

Sive portion * s4.mhm.iio 

year. In fact, spot radio's abilit) 

to rack up beer sales is stror 
underscored b\ the tact that it . 
Onl) two percent less than the 
total lor spot and network t\ to- 

I he neari) $5 million spot i 
outla) delivers ". l 'i~ commen 
with an estimated listener-exposure 
k^\ more than 2. 1 billion Altho 
it's difficult to come up with .o 

- i since schedule i inten- 

sity from market to market 
running as long as 52 W 
as briefl) as 13 i. the huge radio 
bu> a\ something like 21 

spots ,i week in i 'ot.: Of '~ I mar- 
kets Actually, the 

■ONSOR / April 27, 1964 


pill llliinii iiiiiiniiii minimi i minimi imiiiiiiiniiiimm. 






August A. Busch III 
vice pics., mrktg. ops. 

George W. Couch, Jr. 

iuil'1 brands sis. mgr. 

Raymond E. Krings 

nal'l brands adv. mgr. 

Warren D. Gibson 

nat'l brands asst. adv. mgr. 

William G. Porter 
special rep. 

Robert Stockhausen 
div. mgr. 

Robert M. Martin 
distr. mgr. 

Jerry Blank 

state beverages (wholesaler) 

Orion P. Burkhardt 

nat'l brands sis. prom. mgr. 

D'Arcy Advertising 

Harry W. Chesley, Jr. 
pres. & acct. super v. 

John C. Macheca 
v.p. & acct. c.xc< . 

H. Robert Thies 
acct. coordinator 

Joseph T. Donovan 
v.p. mgr. outdoor 

William R. Holmes 
v.p. mgr. print media 

Harry K. Renfro 
v.p. mgr. radio-tv 

J. Dolan Walsh 
asst. mgr. radio-tv 

Anthony J. Amendola 
mgr. reg'l. acct. sv. 

James G. Mayficld 
acct. sv. Region I 

Ralph L. Countryman 
acct. sv. Region II 

Clyde Sussex 

aCCt. sv. Region II 

William I Rosenthal 

acct. sv. Region III 

Merritt Willey 

aCCt. sv. Region /I 

Phil Hewitt 
<n ct. sv. Region I ' 

Norman ( >. Engelbrecht 

a< it. sv. Region l 

i Donald Ratcbford 
prom. A publicity dir. 

centrates on approximately 100 

Spot and network tv together get 
34 percent — or $5,100,000 — 
of the total Anheuser-Busch $15 
million budget. 

This large third-of-the-mclon 
buys a total of 3,143 spot tv an- 
nouncements, worth an estimated 
565 million consumer impressions. 
Although the tv spot campaign for 
Bud again focuses more heavily on 
some markets than on others, the 
buy averages out to about three 
announcements a week in 163 mar- 
kets. Sponsor estimates that $3,- 
650,000 is being spent on spot tv. 

In addition, Bud will also aver- 
age three segments a week of the 
Johnny Carson Show over 182 
NBC-TV stations. This network 
coverage costs the brewery $1,- 
450,000. Since the Tonight show 
purportedly reaches 98 percent of 
tv homes, it delivers another six 
million viewers. 

Of the total budget, magazines 
and newspapers are slated for an- 
other 20 percent — or $3 million. 
Print expenditures will be divided 
among Ebony, Life, Look, News- 
week, Saturday Evening Post, 
Sports Illustrated and Time, for 
some 173 million reader impres- 
sions. A total of 69 newspapers 
will deliver another 50 million 

The remaining 14 percent — or 
$2.1 million — will go to outdoor. 
This figure is somewhat under the 
amount spent on billboards in 1963. 

As soon as the media indoctrin; 
tion in Florida was underway, 1 
became apparent that spokesmcj 
were sequenced to provide a wt ; 
organized progression of inform! 
tion that added up to a comple! 
picture. Here's how it unfolded: 

August A. Busch, III, vi<| 
president in charge of marked: 
operations: The 28-year-old sc 
of the Anheuser-Busch preside) 
opened the two-day session with 
brief history of Pick a Pair, a pn 
motion that's now in its seveni 
year. He took the initiative \l 
identifying it as "the greatest saL 
promotion in America." 

Discussing the packaging expli 
sion in the beer industry with i 
variety of containers (from 6 to 2 
ounces), he also laid promotion 
emphasis upon Budweiser's tab-tc' 
can: "A twist of the wrist and tl 
top is off." 

But, he warned, the ultimate wil 
ner of the race for beer sales wi 
not win on packaging ingenuity hi 
because of superior product qualit 
"And we know how to bre 
beer," he explained. "We've bee 
doing it for 112 years." 

George W Couch, Jr.. sail 
manager of national brands: Sali 
for the first year-long Pick a Pa, 
campaign (1958) totalled 11 mi 
lion packs, a figure that tripled t 
33 million last year. And, he addec 
the annual nine-week concentrate 
campaign has given stimulus t 


Storer vice president Lionel Baxter (I), D'Arcy president Harry Chesley, J 

April 27, 1964 / SPONSO 

■ general session, each rep outlined proposed merchandising support foi 1964 /'.. ; a P<nV promt 

the whole produci line all yeai 

"Our number one problem now." 
Couch explained, "is to sell the con- 
sumer not onl\ the package but also 
iti contents." 

Ji kky 1 -4 1 \\k. Miami wholesaler: 
\ Budweiser, Michelob and Busch 
Bavarian distributor for 30 years, 
Blank was representative of the 
brewer's 900 wholesalers through- 
pot the nation I he Pick a Par con- 
cept, he revealed, origniated with 
i regional sales manager's sugges- 
tion to promote the sale of two 
six-packs since everyone else was 
pushing the single packages. 

Still more was added to the al- 

; > 

read\ plus idea uhen retailers read- 
ily agreed to apply the tWO-instead- 
of-one concept to other items, too. 

Budweiser prepared store-wide 

promotions to boost anv other prod- 
ucts retailers might want to sell b\ 
two's. Shell talkers, price cards. 
over-wire banners, window stream- 
ers and pole displays were all made 
available with plent\ of blank space 
so dealers could write in the product 
thev wanted to feature. In Slim- 
mary, wholesaler Blank identified 
Pick a Pair "magic ingredient" 
as the advertiser's "unselfishness in 
helping the retailer." 

Rw I Kkim.s. advertising man- 
ager lor national brands: He un- 

folded the haul tacts ol the 1 

campaign earlier revealed i"t the 

lirst time at a recent meeting m 

I ampa oi wild Budweiser whole- 
salers, i It was. incidentally, the 
firsl national convention ol Hud 
wholesalers, who in previous \. 
had discussed the over-all advertis- 
ing effort in separate regional m< 
ings. ) 

\s p. Ht ol this year's emphasis 
upon produci superiority, broad- 
cast commercials in particular will 

urge customers to pour their Hud 
right down the center .>l the gla 
reversing the side-of-the-glass meth- 
od espoused on man) tv commer- 
cials "Don't keep down the head," 

budweiser will advise. "We spend 


JuiH'-Jiih Promotion dates tor 1963 Pick a Paii campaign 
Vuuusi Evaluate lesults via reaction of Vnheuser-Busch 

Geld pet sonnet and retailer acceptance 

ieptember r-valuate sales results 

October Recommendations submitted for l l >M promo- 


November f-inal approval foi theme, copv and ait 

December t inished artwork submitted 

Advance planning for media participation 

\ll ideas submitted for legal Bpproval 

lasmars Presentation of 1964 plans to annual \nbeuser- 

Ehisch sales convention 

Vdvance bulletins to selected field personnel 

Announcement of media merchandising 


I ihruar\ Sales promotion tools sent to field pel 

and wholesalers 

March Vdvance announcement 

trade pn 

Media merchandising meet 
\i>rii Point-of-sale and other p 

retailers shipped 

Follow-up wh lot 

M.iN-lnh Promotion dates t.-t |9< 

"PONSOR / April 27 1964 


more dollars on just the bubbles 
than any other brewer in America." 
All this and more was revealed 
in a rousing 20-minutc color film 
which was staged with an election- 
year motif. The film, which has al- 
ready been shown extensively as 
part of the Pick a Pair promotion, 
introduces the key 1964 slogan 
- "That Bud . . . that's beer." 
Ray Krings didn't spell it out, 
but it was apparent that billboards, 
an important participant in Pick a 
Pair programs since their incep- 
tion, are being de-emphasized this 
year for an important advertising 
reason: longer copy is required to 
sell the factual approach of prod- 
uct-superiority, this year's theme. 
An especially large delegation of 
billboard men were present to help 
establish their continuing interest, 
despite the 1964 set-back. 

John C. Macheca, D'Arcy vice 
president and Budweiser account 
executive: The nine-week Pick a 
Pair campaign is designed to capi- 
talize on shopping patterns. Adver- 
tising will be heaviest at the start, 

with highlights at Memorial Day 
and the Fourth of July. For example, 
"store-spangled specials'" in 69 
newspapers will advertise not only 
Bud but also other special items 
which arc featured in buy-a-pair 

Hard-working, tall and affable. 
Macheca heads a large Budweiser 
account group, including nine re- 
gional account executives. They 
were all on hand, as were eight 
others of D'Arcy's top personnel 
(see box on page 28). 

Orion P. Burkhart, sales pro- 
motion manager of national brands: 
In this vital post for only three 
months, Burkhardt is a long-time 
executive of the brewery and knows 
wholesalers and the field intimately. 
He contributed these facts: 

As a result of Pick a Pair, Bud- 
weiser expects to realize 22 percent 
of its 1964 sales during May and 

As a basic technique, each re- 
gional sales manager concentrates 
on two key markets in his area 
during the campaign, is thus able 

to assist directly in those sectojj 
that account for 70 percent of 

Good total teamwork is achieve 
by giving special incentives 
drivers and other wholesaler - 
ployes during the campaign. 

Well planned as it is, such 
comprehensive campaign isn't wit 
out regional problems. For 
stance, Budweiser can't distribi 
its "I like Bud" campaign buttor 
in Oklahoma because a currerj 
candidate there for the U.S. Ser 
ate is called "Bud" — Bud Wilkir 

Harry K. Ren fro, D'Arcy vie 
president and manager of radic 
tv: In a 25-minutc slide-film pre? 
entation, Renfro showed example 
of merchandising support by stS 
tions. This prologued 26 individu; 
meetings with station reps fror 
9 a.m. to 4 p.m. the second day c 
the session. (Magazine and outdoc 
reps had a scries of nine similai 
meetings the previous afternoon.) 

Budweiser makes no secret of th 
fact that merchandising support ii 

Edmund Bunker, RAB president (center), awarded D'Arcy radio manager Harry Renfro (I) and Anhcuser 
Bum It ad manager R. E. Krings at 1 96.^ session for outstanding radio commercial uric 


April 27, 1964 / SPONSOI 




/ » i a \ \ John \/<'< In ' a 

a highly sought commodity. As the 
limprcssivc briefings b) client and 
afenc) unfolded and as represen- 
tative alter representative outlined 
what cooperative tie - ins were 
planned, it was evident that the 
common denominator was mer- 

Hut Inm do the advertiser and 
its agency actual!) obtain it'.' 

One method is through careful 
advance planning. I lie hot-weather 
Pick a Pair thrust doesn't stop July 
4 bj an) means at all. Managing 
it has become a \ ear-round cycle at 
both brewer) and agenc) headquar- 
ters \s one campaign ends, another 
begins (see calendar on page 2 ( H. 

Another great help is the 
thoroughness of the two-da) brief- 
ing sessions \s account supervisor 
Machcca puts it: "We consider me- 
dia people as partners. B) candid- 
ly taking them into our plans m 
advance, we win their confidence 
- and support." Hard!) a moment 
is left vacant at these annual s.iles 

Another big boost comes from 
this smart advertiser's media selec- 
tion, Budweiser has long been aware 
Jof the sales plus that occurs from 
buying specialized stations, tor ex- 
ample This year, it is placing spots 
on 36 stations ( primarily radio) 
kith predominant!) Negro audi- 
ences, in markets ranging from 
KOV\ l iule Rock to Mill I os 

MK 1 M V 

S( III 1)1 1 1 


Budweisei Bil 

W \t>k 

Ml. Mil. 1. 

i' ton Mol 

W\ Kl) 

\n guata, 

Bud sti. »\s s ; 

\\ Mil! 


1 ddie Mm i 

w 1 BB 


Bill) Foxx 



Sp ( >ls 

\\ t l ( ) 

( h.irli stoii. 



< hattanooga, 



< lui ago, 

Dadd) < 1 Daylie 



Daddj o Da) 

\\ \l \(.i 

Ik- . Spuls 



\\( |\ 

( leveland, 

I a Wright 

W \l)(.' 

( olumbia, 



Florence, S.I .. 



ll. Worth. 




Dadd> Deep 

K( OH 



Dl Show 

k^ Ok 


Sill \\ HUils 

wol 1 

Kansas City, 

1)1 ShOW, SpOtS 


1 ink Rock, 


ko\ ^> 

Ids tngeles, 


kdl 1 






\\ MBM 


( lood 1 ime I x 

w \w \ 


Ntn ^ ork. 

Mercei 1 llington 

\M IB 

New ^ ork. 

II. il Jackson 

\\ \\ K 1 


( Join' Home Show 

\\ kos 

with ( osmo 

riiilndilplii.i. k.ic Williams 

WD \s 
I'hikidilphi:!. I loyd I Bl Man 

Mttaburgh, S w alter 

\\ Wto I M K.iIcpuIi 
Kii IhiioikI. Spm-. 

\\ \\ I 

St I ouis. I nuis I himes 

k\l w 

lampa. Spnls 

I anip.i. SpOtS 

Washington, ( lift Holland 4 

\\ .ishiiiLilon. Spots 


/> ■ 

nil Radio I • B 

\ngclcs to W WN \ Milwaul 
lair ol its arch-rival, Schlitz I 

listing). It also buys Polish n 

broadcasts on \\( 1 1 - 1 \ < 

plus news and spots on Spanish- 
language k( < >k s hi Vntonio, 
VVMI1 Miami a\k\ \\ I IB N 

'> ork. 
( annil) promotion minded. \ 

gUSl Busch bought tlk Sl I "iiis 

( ardinals for his compan) in 19 
largel) because he feels "Baseball 
has always been good ft ■ I he 

brewer) showed yeast) testinc 
typical, perhaps, ol its over-all .\d 
thinking b) making its $5 mil- 

lion "investment" in St I ouis' 
( is ic ( 'entei redevelopment >. 
tmgent on the Cardinals 1 gettin 
satisfactor) leas, for the cent* 
new stadium. 

At its stait. the Pit ' Pah cam- 
paign helped Budweisei m 
ahead, last and impressivel) B 
recent!) the gap has closed st i 
what, showing thai the tvill 

tighten It's d( now I 

while Budweiser hi 
work, so has the competition 
sometimes m otl 
aging I his year, Budweiser is I. 
ing to do its best on two fronts — 
Pick a Pah 

plus produc the 

meantime like the wini ' it 

is. its c. lert. future-! 

and searching out th 


SPONSOR / April 27 1964 



Advertising, research costs hurt 
Noxzema 63 net income 

A decrease in net income for 
Noxzema Co. in 1963 has been at- 
tributed to increased expenditures 
in advertising, along with research 
and new products, stockholders 
were told at the company's annual 

Sales of the Noxzema Chemical 
Co. rose five percent over 1962 to a 
record high of $28,518,574, but 
net income declined to $1,429,803 
from $1,983,374 in 1962. 

"Management's planned policy 
for increased expenditures during 
1963 was dedicated to sound con- 
structive growth for the company, 
the benefits of which will be re- 
flected in future sales and earn- 
ings," said Norbert A. Witt, presi- 
dent of the company. 

Advertising is becoming one of 
the largest individual costs of do- 


• ••••••••••• 

: "Here 
: comes 

And to see—in "living 
color" — what that 
means for our advertis- 
ers, turn to 

page 37 

of this issue of SPONSOR. 


ing business, the annual report indi- 

The periodic increases in adver- 
tising costs must be taken into ac- 
count first, the report said. Nox- 
zema must pay more for advertising 
every year to reach the same num- 
bers of people. Perpetually higher 
costs prompt Noxzema constantly 
to look for ways to increase effici- 
ency. During 1963 the company 
used new techniques and judgment 
founded on research to compensate 
for increased costs. 

The second and less obvious an- 
swer as to how much to spend for 
advertising must consider how in- 
dividual products are budgeted, 
and what effect a product's budget 
may have on company growth and 
future earnings, the report noted. 
One answer is that individual prod- 
uct spending philosophy often re- 
lates to the life cycle of a product. 
Long-established products such 
as Noxzema Skin Cream, generally 
require lower advertising ratio to 
sales expenditures because of the 
consumer awareness and good will 
that have developed over the years. 
Experience with Skin Cream is near- 
ly universal; yet the need to pro- 
tect against competitive inroads and 
seek new users is always constant. 
A growing product, in a sense, 
can measure its own future. Nox- 
zema Instant Shave is a prime ex- 
ample of a product trending up- 
ward, constantly alert to new mar- 
keting opportunities. In 1963 a test 
program was initiated in specific 
sales areas to evolve a marketing 
strategy for accelerated growth. 

Advertising has to overcome con- 
sumer lack of information and 
awareness of a new product, the 
company told stockholders. There 
is an "ignorance distance" which 
must be bridged between new prod- 
uct and consumer. The greater the 
distance, the larger the expenditure 
necessarj to close the gap of under- 

During the past year, as a means 
of making each television dollar 

work harder, Noxzema began usi 
split-minute commercials. This d 
vice combines two Noxzema bram 
with the same 60-second commei 
rial. While this practice has bee: 
the subject of some debate withi 
the tv industry, Noxzema feels th 
its split-minute commercials are e 
ecuted in good taste and combin 
the brands which could logically b 
associated with each other — 
policy which networks favor, the 
say. The effect of these split-mini 
utes is to permit broader exposur 
for each of the participating brand; 
than would be available if each wen 
to use full-minute commercials. 

The largest part of Noxzema ad 
vcrtising investments arc made ii, 
broadcast media. 

Consumer research has showi 
that metropolitan areas account fo 
a disproportionately high percentagi 
of total national volume. Invest 
ments in spot tv announcements ii 
large metropolitan markets will sup 
plement network efforts. 

A new advertising manager ii 
1963, to assist the vice president 
was the first addition to a depart 
ment the company expects will grov 
to include people able to "super 
vise activities in research, medi; 
and other phases of advertising." 

Network tv programs the com' 
pany uses include Mr. Novae, Jail 
Pciar, Ben Casey, The Virginian 
Hootenany, Jimmy Dean. Spot tv i' 
also used, especially for Skin Lotior 
and Instant Shave. 

Agencies for Noxzema are Dan , 
cer-Fit7gerald-Sample and Sullivan 
Stauffer, Colwell & Bavles. 

Purex picks up ABC-TV 
Dinah Shore seven pack 

Purex. via Foote. Cone & Beld 
ing. made one of its big investment! 
for the upcoming season, signing foi 
seven hour-long ABC-TV special:- 
with Dinah Shore. Four nighttime 
shows will star Miss Shore in a 
variety entertainment format: three 
daytime programs will see her host- 
ing either dramatic or documentary 
specials of special interest to wo- 
men, a proven plus format for 

Henry Jaffe will produce all 
seven shows. The specials will be 
co-sponsored by Seawanee Produc- 
tions and Winchester Productions. 


April 27, 1964 / SPONSOR 

AFA questions FTC 
cigarette ad proposals 

Powei ol the I ederal I rack Com- 
mission to impose arbitrarv eontrols 
i,ir advertising 01 labeling ol cig- 
arettes 01 an) othei product has 
been questioned b) the Advertising 
ition ol America. Not only 
th( \l \ question that I l( 
(regulator) rights, .is authorized In 
ress. extend that far, but it 
ilso feels such a practice would 
'establish .1 dangerous precedent 
:tor similai rule-making against an) 
tad .ill industry," according to the 
trganization's monthl) report. 

Dominion offers 
dealer tie-in with tv 

Dominion I lectric ( 'orp. has an- 

lounced a spring promotion in sup- 

xvt of the company's network t\ 

tising during the Mother's 

,)ay-June bride selling season. 

Appearing on the Today and To- 
shows (NBC) for the fourth 
onsecutivc year, Dominion appli- 
ances will be advertised nationall) 
ran April 2" through June 9 As 
1 tie-in deal for this period, the 
ompan) will offer its dealers .1 
rcc Hamilton-< osco bookcase-desk 
inh with every purchase ol an as- 
lOftment ol 12 Dominion appli- 
I he appliances will be 
quipped with a special header lea 
uring the company's t\ advertis- 

sJew Kodak ad director 

Waldo B. Potter. Eastman Ko- 
l.ik vice president and director of 
dvertising, has announced his 
>lans to retire Ma\ I. after more 
ban 40 years with the company. 
le will be succeeded as director 
■f advertising In V Dexter John- 

, Joining Kodak in 1921, Potter 
Rafted out as a market analyst, he- 
mic director of advertising oper- 
tions in 1943 and director of >u\- 
ertising in 1953. 

Johnson, who will assume his 
^u duties as director ol advertis- 
ig next month, is an assistant 
president o\ Eastman Kodak 
nd has served the company as ad- 
ertising manager since 1957 He 
•imc to the compan) in 1934 to 
charge of general window dis- 

J.>li)i\,>n Pott 

play advertising. In 1945 he organ 
ized and became first supervisoi ol 
kodak's regional display depart 
ments and assumed responsibility 
for the advertising department's 
merchandising operations. 1 ndei 

his direction, the compain Opened 

Ms exhibit centei and Kodak Color- 
amas in New York's Grand Central 


Beech-Nut spotlights 
baby premium on TV 

\ iieu baby food premium from 
Beech-Nut I ife Savers is being 

promoted in o4 markets with a 

heavy 60-second video spot drive 

through Benton A: How les. 

Promotion continues through 
National Baby Week. Apr. 2>-\la\ 

2. for the plastic toy milk bottle 
premium containing spools and 
clothespins. Commercials are being 
Supported by a direct mail cam- 
paign to grocers. 

Benton ec Bowles states that this 
is one of few times that a heavy spot 
t\ schedule has been used in a bain 
tood premium campaign. 

American, U.S. Tobacco 
report earnings healthy 

Despite conclusions made some 
time ago in I ngland and the I S 

that cigarettes are harmful, buying, 
selling, and advertising for at lea-; 
tWO giant tobacco firms arc going 
at a healthy pace. 

N • income figures on American 
Tobacco Company for the fust 
quarter will not be available until 

later this month, according to presi- 
dent Robert B. Walker. "The trend 
Ol our business is such, however, 
that I Ao not expect these figures 
to be far below last year's for the 
same period.'" he added, "c \ e n 
though our advertising expenditures 
for the first quarter of '64 are higher 
than for any other quarter in the 
company's history.* 1 

1 Be compai that PaTI 

Mall continues to • in- 

dependent anal. the larj 

selin irette in th 

I ucky strike account foi 
ol all regular-sized 
country American 1 dominan 

m the 11011 filtei held, but filtci 

business continues t< 
ing to a company : in, now 

represents 16* I ol sale - compared 
to 119! a year aj 

In filter brands, < arlton intro- 
duced last January, "is enjo; ing 
such widespread demand that a,\- 

vertising expenditures lot it | 
been less than anticipated " Mont- 

clair, which achieved national dis- 
tribution last war. has "in 
excess o| expectations for .1 n 

brand.' 1 Dual I alter laiexton con- 
tinues to show greater percent 
increases than niter cigarettes as a 
group, the company reported 

Recently, American robacco en- 
tered the little cigar market with 
Roi-Tan Filter I ip Little ( igars. 
While American is best known for 
its cigarettes, it has a cigar sales 
Volume in excess ol $50 million a 

>ear. it is reported. 

Business is also going well for 
I s robacco, the company an- 
nounced at a recent Stockholders 

Accomplishments oi the c im- 
pany during 1963, including in- 
creased earnings, continued pre- 
eminence in the snuff field and 
more complete integration ol ac- 
quisitions were noted by I OUl's v . 
Bantle, president. 

Bantle said these factors, com 

bined with successful introduction 

of new tobacco, specialty \ooA^ and 
writing instruments products 
factual support to his belief that the 
"year ahead should be one of in- 
creased revenue and progress " 

I he report pointed out that 
earnings increased 
common share in 1963, with con- 
solidated net e.irnn 
096, 01 $2 05 :• 

per share, in 1962 S off 

fractionally during I9( ling 

2,931, in 
959 the pr. 

Advertising agencies foi 
cm I obacco SSt A B I 
and BBf> I V 

bacco West, Weil 

D( S&S 

'ONSOR / April 27 1964 


Agencies choose tv 
for intro of 
new wrinkle- 

Heiene Curtis and Coty are now out with lotions; 
Revlon, Hazel Bishop, Max Factor to appear soon. 
Hazel Bishop exec says market could hit $100 million 

MAJOR CAMPAIGN lor new Line 
Away, Coty's entry into a po- 
tentially hot market in women's 
cosmetics, was launched this month 
by West, Weir & Bartel. Tv is in 
lor 75 percent of the approximate 
$l million annual budget on the 
product designed to relieve the 
age-old and old-age problem of 

Tv might well turn out to be 
the battleground. Not only is Coty 
using tv, but so is Heiene Curtis, 
the only other company with a 
wrinkle lotion actually selling in 
the market. Heiene Curtis intro- 
duced its product in February, says 
sales are very, very good. Coty 
opened national sales the first of 
this month, tv advertising two weeks 

Hazel Bishop, Revlon and Max 
Factor have also made plans to en- 
ter the field and might very well use 
t\. There have been rumors about 
still others. 

II only 5 percent oi the women 
in the U.S. over 30 use the product. 
wrinkle-covering lotions could grow 
into a SI 00 million market, accord- 
ing to an executive at Ha/el Bishop. 

Expenditures lor Heiene Curtis 
out of I II. Weiss. Chicago, have 
been estimated at S3.N to $5 mil- 
lion. "We don't really know our- 
selves. It depends upon acceptance 
of the product, plans of our com- 
petition and several other factors," 
says William McCartney, product 
manager, during the introduction 
of Heiene Curtis' Magic Secret. I he 
companj has ahead} spent over a 

million dollars in advertising the 
product, however, he indicated. 

Magic Secret is being introduced 
on both network tv and print, with 
more than half of the budget in tv. 
All the networks are being used. 
About twelve to fourteen programs 
are on the list, including Monday 
Night at the Movies, Saturday Night 
at the Movies, Ben Casey, and Es- 

In contrast, Coty is using spot 
tv in something near 50 markets, 
about one-third daytime and two- 
thirds nighttime. The exact mar- 
kets were not disclosed, but they 
do cover about 66 percent o\' all 
unduplicated tv homes, it was said. 
About two to five stations are be- 
ing used in a market, seven to ten 
commercials a week on each. 

Helen Curtis began test-market- 
ing its product in February in four 
cities, including St. Louis and Min- 
neapolis. Coty, which joined forces 
with the pharmaceutical firm of 
Charles Pfizer & Co.. its parent 
organization, since the beginning of 
the \ear. tested only in the labora- 

Re\ Ion's wrinkle-smoothing prod- 
uct being introduced through Grey, 
is slated for introduction in May, 
as is Max Factor's product. Its en- 
trv will be welcomed, at least bv 
Heiene Curtis. McCartney feels 
Revlon would give the product a lot 
of advertising and help expand the 
market as a whole. Being a new 
product, there is a great deal of 
explaining to do. 

Revlon savs it will not go all out 

Coty tv commercials and three-minut 
demonstration shown in the window o 
Fifth Avenue offices attract groups o\ 


advertising the product, however, hi 
1961 Revlon bought Eterna 2" 
which it claims will help six ou 
of ten women get rid of wrinkle 
in 40 days. 

It was pointed out that sonu 
women have reservations about thi 
product because it is new and ; 
bit mysterious. Cot) makes sun 
that their advertising is reassuring 
Product is made of natural ma- 
terials and contains no hormones 01 
drugs, the company says. 

Time magazine points out tha 
over the years wrinkle preparation- 
have been concocted from vaJ 
incense, ale. bread, synthetic oils 
turtle oils and placenta extracts, bu 
the latest lotions are made Iron 
the proteins in cows' blood. 

As the lotions evaporate on tin 
skin they leave a film which fill- 
in wrinkles and tightens the skii 
around them, making the wrinkle! 
seem to disappear. The protein usee 
in the lotions was reportedly de 


April 27, 1964 / SP0NS1 

mmercials were nnuL- at Videotape 
nter, feature demonstration of how 
duct tnki n . n, 1 1. s. <• r« tun t at 
■ right. 

.loped (.luring World War II as a 
esiblc emergency substitute for 
uman blood. I his idea has been 
Bearded, but the protein is now 
^d to dilute human blood when 
Etermining its t> pe. 
Isolating the protein from the 
Ao*.\\ is said to be .1 pains- 
kinc and costlj process. I he lo- 
on made thereof must be bottled 
tder extremel) sterile conditions. 
W ilson & ( i' supplies Hazel 
ishop with the cows' blood; \i 
ou & Co. supplies Helene Curtis. 
ibon s.i\s it Likes head of 
ittle to provide enough raw ma- 
nal for 500.000 one-fifth ounce 
'ttles of Sudden Change (name of 
B's product). 

Cot) describes its I inc Away, 
pical of all the similar products 
rating out, as a elear protein lo- 
'n that goes on in seconds, needs 
ily two or three minutes to take 
feet, and lasts up to five hours 
more I he wearer needs only dab 

tgenc) mill production personnel r,ml\ tlu model for thootin I ■ 
important, <n the different in th, wrinkles mul toothing of wrinkles must thi 
clearly on t\ screen 

Model gets ready t<> put on drops of Coty's line iwa) formula, with clock on the 
screen .;/ 0:00. Camera is on ilu '<« t tin entire three minutes nt 
to take place. 

When time o> up. <; one-minute < omnn n ml is made from three min 
condensing the effects through animation Her< 
applied to left eye only. 

on a few drops of the product. 
Alter a period of time the effect 
can be renewed by using a little 
water. The clear, colorless liquid 
is applied to skin that has been 
freshly and thoroughly cleansed. 

During the few minutes the 
product needs to take effect, the 
lace should be in complete repose. 
for the lotion must be allowed to 
form a smooth unbroken new sur- 
face over the wrinkles to make 
them disappear. This new surface, 
Coty claims, has a beneficial effect 
of its own, for in addition to 
smoothing away lines, it forms a 
protective barrier that helps to re- 
tain the skin's natural moisture. 

Those who wrinkle their eyes or 
make lively use of their facial 
muscles in animated conversation, 
may become aware of a little flak- 
ing as the hours go by. If this 
occurs, a drop of water renews the 
holding action. A new application 
of the lotion applied two or three 
times a day maintains the "wrinkle- 
free illusion." 

Prices of the products entering 
the competition vary somewhat. 
Coty's Line Away, Helenc Curtis' 
Magic Secret and Max Factor's 
product will sell for $5. Max Fac- 
tor has an introductory offer of 
$3.95, however. Revlon's product 
will cost $4.50. Hazel Bishop has 
the economy entry, to sell for 

It has been published that the 
product costs peanuts to produce, 
and therefore is slated for ex- 
tremely high prices on the market. 
Product managers interviewed by 
Sponsor refute this idea. McCart- 
ney, speaking for Helene Curtis, 
says it is one of the highest costing 
products to produce, and the margin 
oi profit is below average for cos- 
metic products. 

I he importance of everyone hav- 
ing a good product is stressed by 
McCartney. If a woman tries and 
it doesn't work, she may not try 
others ami throw out the whole 
idea of wrinkle-smoothing lotions. 
McCartnej sa\s he has sampled 
batches of competitors' lotions and 
the\ do not all work. "It is possible 
that they rushed the product during 
its production at times." he sa\s. 
"If that happens the lotion is just 
not effective. It can't be rushed." 

Market for the product is women 

between the ages of 35 and 60, or 
about 44 percent of all the women 
in the United States. The potential 
number of female buyers would be 
near 42 million. This general!) 
follows the population line, accord- 
ing to Bob Decker, associate media 
director at WW&B, handling buys 
for the Coty product. 

Decker felt that tv was a must 
for introducing the product. It not 
only is exciting but reaches the 
women quickly and efficiently. Pro- 
grams could be selected that reach 
primarily women in the desired age 
group. He also mentioned demon- 
stration. The Line Away commer- 
cials are 100 percent demonstra- 

Produced at the Videotape Cen- 
ter in New York, they cover the 
three-minute period from applica- 
tion to the time the effects begin 
to show. The actual commercial 
is only one-minute, but animation 
was used to speed-up the change. 

For Helene Curtis, the process 
took about nine minutes in front 
of the cameras. Then one-minute 
was extracted. The whole nine 
minutes were kept on file, however. 

The success of the wrinkle prep- 
arations will depend on their recep- 
tion these first few months. Unfor- 
tunately, if April showers bring 
May flowers, they also wash away 
the wrinkle lotions. ■ 

Bozell & Jacobs 
opens Phoenix office 

Bozelle & Jacobs Advertising 
Agency has announced the opening 
of an office in Phoenix. Headquar- 
ters in Omaha. 
B&J now has 14 
offices across 
the country, in- 
cluding New 
York, Chicago, 
Los Angeles, 
and Washing- 
ton. D.C. 

A member of 
the 4A's. the 
agency o f f e r s 
marketing, creative, research, med- 
ia, merchandising, and public rela- 
tions counsel to national, regional. 
and loeal accounts. 

Manager of the Phoenix office 
is E. Thomas Morrow. Mor- 
row brings to Phoenix 10 years of 



experience in agency management 
account service, and creative worf 
on such accounts as Northern Natuii 
al Gas Co., United Gas Co., Mutual 
of Omaha, United Omaha, Fail] 
mont Foods Co., Storz Brewing Co. 
Northwestern Bell Telephone Co] 
and various financial advertisers. 

Henry C. Richter is creativl 
director and account executive] 
Richter has most recently operj 
ated his own agency in Phoenixl 
serving a number of local accountsj 

Wolf named senior v. p. 
by Lennen &. Newell 

George Woll 
has been nameJ 
a senior vial 
president ol 
Lennen & New| 

A vice presil 
dent and direel 
tor of commerj 
cial production 
at the agenc)| 
since 19621 
Wolf first joined the agency ill 
1960 as a tv program supervisor! 
Prior to that he had been vica 
president for radio/tv at Ruthl 
rauff and Ryan, and had held ex] 
ecutive positions at Geyer Advertis 
ing and Foote, Cone & Belding. 

McCann selects Lome 
as European manager 

Peter Lome, currently managinjl 
director of McCann-Erickson Adf 
vertising, Ltd., London, has been se 
lectcd as regional executive for Mc-j 
Cann-Erickson offices throughout 

Lome has also been appointee 
chairman of the board of the Lon-j 
don company. His place as nian-l 
aying director is being taken b)j 
Frank Brickman, previously ad 
sistant managing director. LorOfl 
joined McCann-Erickson in 1954 
as director of marketing after 1' 
years with Alfred Bird & Son Lim-j 
ited. the British Division of Genera 
Foods Corp.. where he was gen-J 
era] sales manager and executive 
member of the General Foods niar-j 
keting committee. He was appoint- 
ed director o<i the London agency 
in 1955, assistant managing di- 
rector in 1957. managing director 
in I960. 


April 27, 1964 / SPONSC 

"Here comes the Caravan! 


And then... 

during a week-long salute to their community 
on WDSU-TV, the townspeople see themselves 
as the tapes are played back. 

They see the interview with their mav; 
Civic leaders tell their plans 
Their women leaders chat with 
WDSU personalities... 

The kids see themselves. 

This builds station lo 

you cannot measure. Beca 

with television — it's not only 

far you go — but how cloj 

you are to your Peo 

WDSU-TV Channel 6 

NBC in New Orlear 

Represented b\ 



Kenyon & Eckhardt, CPV make 
i international agreement 

Kenyon & I ckhardl and ( olman 
■Mentis & Varlcy, .1 large intcrna- agency headquartered in 1 on- 
ion, have made .1 joint agreement to 
cquire minority holdings in each 
hcr's agency and work together 
combination offices around 
Ihe world. 

KM . now billing about $95 mil- 
nn. has offices in 10 foreign coun- 
Bs; ( l'\ . billing about $5 I mil- 
has offices in 17 countries. 
>l the offices which overlap 
ill cither be combined or work sep- 
Details have not been 
rorked out. 

Reportedly, the "minoritj inter- 
est" means about 20 to 30 percent 
juisition, KM holding a larger 
atercst in CPV than CPV holds in 
Ihe agreement, not actual!) 
Bsidered a merger, is perhaps the 
st time two agencies have agreed 
work together on a world-wide 
ms It has often been done in sin- 

Effective immediately, the agree- 
nent means that some agency per- 

sonnel from KM will be going to 
I ondon, but otherwise personnel in 
the different agencies will remain 
the same, perhaps meaning only the 
addition ol a lew new people hired 

at the loeal level. Mans ol the agen- 
cy names will be changed to reflect 

the financial ties. ,i spokesman foi 
the two firms said. 

( onsidering the combined billings 
oi the two agencies, the operation is 
the third largest overseas advertis- 
ing complex. 

Dr. I). E. Stewart. KM presi- 
dent. and \ N ( \arlev. ( P\ 
board chairman, made the following 
joint announcement: 

"We have been concerned with 
rightfully positioning our agencies 
among the world leaders ol inter- 
national advertising and also with 
injecting into our overseas opera- 
tions the best ol two worlds — 
American-British expertise com- 
bined with the knowledge ol the 
specific requirements of local mar- 

" 1 his task has been accomplished 

K ■ n a / . khardt and Colman Prenlii A Varies a <i •• 
) i>rk this month, l.-r (sealed} l \ ( l ..■ 
r .(/'i />.. a ( Stewart K.\l president; (standing) /> J W CPV, 

Con, jiunt managing director, ( l'\ (..,.■ ..■ l< K,\l 1 P 

bj financial an 

KM i* acquiring a min 

m ( l'\ and 

and ( l'\ will ha. 

spondir ~t in KM While 

overseas offic ials w ill 

arately where approprial 

jointly where advisable, KM 

1 S \ and CPV-l K will continue 

as independently managed >..>m 

panies, the announcement said 

I he joint offices include the i«'l 
lowing countries B< Igjum 1 1 
( iermany, Italy, Spain, Switzerland, 
1 K Iran. ( olumbia, ( ink \ 
zuela, Mexico, Guatemala, Panama, 
Nicaragua, lamaica and 1 rinidad. 
Other I uropean countries, plus 

Australia and Japan, are among the 

next targets 

Statistics on Negroes 
available to agency men 
I he I nited states Department ol 
( ommerce has issued a "Subj 
Guide to I960 ( ensus Data tor the 
population.' 1 

Ihe guide brings into one place 
information on Negro population, 
the geographic areas for which they 

are presented, and the name ol the 

specific report m which they nave 
been printed. 

Information on the Negro popu- 
lation is available in varying detail 

lor the l s . st.ues. cities, counties, 

and standard metropolitan statisti- 
cal areas [opics coured include 

total population counts, age, si 

ol birth, number oi vears ol school 
completed, information on fami- 
lies, employment, occupations, and 

income Ihe report is available 
through the Bureau Ol ( ensus 

Marplan. SCI. Infoplan 
consolidate in Chicago 

Marplan, SCI and Infoplan will 
consolidate their Chicago operations 
m a combined headquarters 

"Ihe move will enable the three 
companies to offer complete com- 
munications services in market re- 
rch, sales promotion, and pub- 
lic relations to midwest clients from 
one centralized location 
to J. Irank Cnldav. president 
parent organization, Commun 

tions Affih.r 

M . . rs of the thl 

tions are lames J Brennj 

plan. Jerrx \ si \ 

I Rhoads, Infoplan. 

'ONSCR / April 27 1964 


— *■■' 

Gardner holds art exhibit 




tuned in 





Robert Neunreiter, media estimator at Gardner Advertising, shows 
William Spencer, executive vice president, the photograph he entered 
in the agency's first annual art exhibit. Art directors, other staff mem- 
bers and their families exhibited 108 paintings, photographs and 
sculpture. Neunreiter's color photograph of a speeding car won a 
special merit award from the judge, Fred Conway, artist and instructor. 

^IlllllllllUlllillllllilllllllllllllllllllllllllllllllllllli IIIIIIHIIIII 

III llllllllllW 

College seniors visit 
advertisers, agencies 

Last week 110 college seniors 
from all over the United States took 
a behind-the-scenes visit to major 
advertisers, agencies and media. 

As part of the 14th annual Inside 
Advertising/Marketing Week, the 
program is designed to create an ac- 
curate picture of advertising and 
marketing as it is today, and to cor- 
rect some of the distortions the in- 
dustry has suffered on the college 
campus, according to R. Steele 
Sherratt, chairman of the event. 

The program is sponsored by the 
Advertising Club of New York and 
the Advertising Women of New 
York Foundation. 

The program includes presenta- 
tions by Benton & Bowles, McCann- 
Erickson. Univac division of Spcrry 
Rand, McGraw-Hill. United Air- 
lines and Colgate-Palmolive, among 

Coleman-Parr creates 
executive plans board 

Coleman-Parr, Inc.. a western 
advertising agency billing in excess 
of $6 million, has created an execu- 
tive plans board to direct agencj 

Chief task of the new board will 
be to coordinate over-all agency 

activities and direct all sales plan' 
ning on a national basis, accordin 
to Charles H. Parr, Sr.. president 
"My commitment to clients acros 
the nation have required my ab 
sence from the agency frequently, 
say Parr. "Formation of this plan 
ning board will enable the group tj 
direct policy and make major de 
cisions on a continuing basis." h 

Hoyt uses Fair stamps 
for promotion idea 

Letters in specially designed en 
velopes commemorating the openin 
of the World's Fair were sent t 
prospective clients last week b 
Charles W. Hoyt Co. The enveloped 
bearing the new stamp, were can 
celed on the first day of issue an 
mailed from the model post offic 
at the Fair. 

Inside was a message telling hov 
the Hoyt agency put "planned Rd 
vertising to work" for one of tli 
Fair's exhibitors. Burnham & Motj 
rill, makers of B&M Brick Ove 
Bake Beans and other products. 

The agency supervised the dc 
sign and construction of a walk-i 
bean pot exhibit. The bean pot ir 
corporates the spirit of the V 
England flavored radio campaigl 
prepared by Hoyt. 


April 27, 1964 / SPONSC 


Buying and Selling 

ob switching — media's 
worsening malady 

ck of full knowledge about future opportunities 
els "needless shifts" from one agency to another. 
let the facts before moving, advises K&E mediaman 

\ 1 awrence ('. Claypool 

1 > 1 1 1 1 (or. 
rayon & Kckhardt, Chicago 

\i 10 \\ ii k a number o\ young 

people come to me looking tor 

rs in advertising. Yet their 

derstanding of the business runs 

s gamut from the Hucksterisfa 

.'I the '30s and '40s to the 

Mttrenct ( Claypool joined Ken- 
it A Eckhardi, Chicago, as media 

in 1963. Hi came to tin- 
wptcy from J Walter Thompson, 

tince I960, In- had been 

\uper\ isor on the K ■ .. 

Oscar Mayer and Helene 
~urti\ accounts, among others, II, 
irst entered advertising via Fathom- 
.air,l\ print production department, 
■nd later was in charge of all the 

|tfU \ \ ,;. ( OUnt u r\ ict Jilt:. 

'meter X Gamble products. N 
<uentl\. he became media manager 
nr a variety of accounts, including 
'arkrr Pen, General Mills, Ovaltine 
md Libby. Claypool was graduated 
rom the University i>t Illinois, where 
l< majored in journalism. 

more realistic Madison Avenue 

i s \ 

Perhaps the fiction-written past 

and present has attracted them. 
Maybe it's the cocktail conversa- 
tion at various gatherings, or per- 
haps it's the college courses. What- 
ever it is. our image is far-reaching 

But the honest facts escape 
them. They seem not to know that 
the life-blood of advertising is 
pumped through the ^ales chart ol 
our clients — that ours is a busi- 
ness of buying and selling — tie- 
pendent solel) on the jingle of the 
cash register or the scratching ol 
the purchasing agent's pen. It's not 
fun and games. But the) learn fast. 

However, from the diversity ot 
opinions on advertising eomes one 
o\ the basic attractions: the busi- 
ness is eomposed of main person- 
ality extremes, each being attracted 
for different reasons, each contrib- 
uting his or her traits mw\ views. 

I he days ft t! 
gone. We bom ha> 

and Indian chid W 

the wild individualist and th 

lust a\u\ theor) last anal'. si I 

goals ale QOl th 

Once th .\o\ 

vertising and i 
part problem develo| 
them to stay m the business, and 
then, specifically, t<> staj with yi 

Media seems i<< be a:; 
it tunun i 
\ become estimators hen 

seurr\ to ( as assistant buyers, OH 
to I) as tulltledged ones, then 

teet to I as supervisors (complete 
with all the confidential informa- 
tion tiles ot client \ dating from 

the (ireat Wall o\ (lima \o I" 

Like salmon and their cycle, the 
battle upstream is almost oi 

complete, depending on the in- 
dividual's goal. 

\iul. like the salmon, man) do 
not make it. Not that most could 
not. but tor a \anet\ ot reasons 
the) do not. lor example: 

1. I he various media snatch 

prospeets into sales 

2. I he> join the ranks of the 
young, eager aeeount ( 


I he glitter ot advertising was 

fools' gold, so he or she 
becomes a rich man. 
man. beggar man. thiel N 
in advertising Maybe not 
even in a related field 

I hese three, plus the job-skip- 
ping between agenc) media dep 

mentS, make up an expen 

Some of th,- youngei K,\l ( ■ >J media executives U <n 

K vie, R Fans, i I >ley, J Blackman, H Wagnuson ami I r 
"TiiTf I I 

ONSOR / Apr, I 27, 1964 


problem. Let's look at them more 

In the case of the hopper, was 
it necessary? Usually not. But that 
person left for several reasons: 

Money. Usually around $2 to 
3,000 more a year. But it's a 
two-way street. Management 
shouldn't be blackjacked into meet- 
ing the raise, or maybe not even 
a small portion. However, they 
should realize the investment they 
have, and it usually happens that 
to get a man of equal experience 
costs more than the present salary 
level of the deserter. The person 
leaving should realize that he, too, 
has an investment with the com- 
pany — the time it takes to become 
known to his associates — to be- 
come a known quantity, which at 
times can be more important to 
his future than money. 

Opportunity. The job switch 
may be purely a lateral move, and 
the responsibility with the new 
agency is the same as with the old. 
However, he feels the opportunity 
for advancement will occur more 
quickly than at his present agency. 
Ideally, the employee should con- 
sult management before leaving so 
that he can see what's in store. In 
many cases, opportunities at the 
present agency are greater than 

Advancement. Here the move 
is not lateral but one peg up. And, 
as in the preceding paragraph, 
management should be consulted 
to see what is around the corner. 

Challenge. Now the job hunt- 
er is shifting not necessarily for 
any of the above three reasons, but 
for a more difficult one for man- 
agement to combat. Everything 
may be the same at the new firm, 
but the position is more challeng- 
ing, requiring more responsibility 
and creativity. Or, this can be a 
tool of management — the em- 
ployee may stay for the same rea- 
son. Perhaps a new job can be al- 
lotcd which furthers the employee's 
experience or training while it 
helps the agency and client by im- 
proving the service. 

The next three factors require 
different reasoning and persuasion. 
The shift to sales, account work, 
or moving out of the business en- 
tirely are obviously not in the same 


specialized 'pitfalls' 

"Specialization in buying is often 
limiting in that the timebuyer does 
not get enough all-media exposure. 
The specialist knows his markets 
and can quickly execute his buys, 
but often he may not know how 
this relates to the entire media pic- 
ture," says Gene Hobicorn, all- 
media buyer on Ogilvy, Benson & 
Mather's General Foods (regular 
Maxwell House Coifee and other 
products) account. 

"The buyer's abilities are limited 
because of his bias toward one 
medium," continues Gene, "leaving 
him a professional, but only within 
his specific area. To circumvent 
this, the buyer should strive for an 
all-media background through at- 
tending seminars, developing and 
maintaining contacts with others 
in the industry, reading trade books 
and any other avenues open to him 
to add to his media knowledge." 

Gene joined OBM in August 
1963, after a one-year stint as time- 
buyer at JWT on Liggett & Myers' 
L&M and Chesterfield cigarette ac- 
counts. He first entered advertising 

vein as the preceding discussion. 
The end result, however, is worse. 
The person is lost not only to the 
agency, but to the media field or 
industry entirely. 

In many cases the move is made 
without adequate knowledge. The 
sales or account end may sound 
more glamorous; thus an emo- 
tional, not rational, decision is 
made. And there arc many pitfalls 
and pratfalls hidden beneath the 
underbrush. The young person can- 
not be expected to have insight 
into a situation that comes only 
with experience. Once all the facts 
are known, a choice can be made 
intelligently. And the facts should 
come not only from the prospective 
new employer but also from the 
present one. 

It can't be emphasized enough 
that the employer-employee rela- 
tionship should be on a personal 
basis. Never forget that this is a 
business of people, and the onl\ 
products are ideas. Guiding, teach- 

as a media analyst with BBDO i 
1960, later becoming an assistar 
buyer for numerous accounts, ui 
eluding Schaefer Beer, N. Y. Tele 
phone, du Pont and B. F. Goodricl 
Born in Brooklyn, where he live 
with his wife and their 18-montli 
old daughter, Gene graduated fror 
CCNY in I960 with a BBA degre 
in advertising. Among his hobbie? 
he is an avid amateur photogra 
pher, and a sports enthusiast. 


ing and encouraging bright youn, 
people to stay in advertising i 
paramount, and media come 

And the only way this can b 
done is to communicate. Convei 
sations between employer and em 
ployee have been known to solv 
any kind of problem and can en 
courage any amount of success. 

After all the talking is done, s 
down with a sheet of paper an 
make two columns: pros and com 
Weigh everything yourself and jfC 
may not find the grass is greener. • 

R. J. Reynolds buys 
heavy Spanish TV sked 

Spanish language television an 
uhf both received a shot in the arr 
with R. J. Reynolds' purchase of I 
one-minute spots per week 
KMEX-TV Los Angeles an« 
KW HX-TV San Antonio. Rene An 
selmo, executive v. p. of the Spanis 
International Network and V 

April 27, 1964 / SPONSO 

tirk representative of the outlets, 
Loofirmed the 52 week sale, con 
■ders a .1 majoi breakthrough for 

ll-lall'.'ll.l'V l\ RC> Mollis In 

he first tobacco company to entci 
be s|\ client I i-.t 

f?ep appointments 

tvery-Knodel has been named 
Utionul s .1 Ic s representative foi 
Ll\l Dallas WFYI Garden 

ii\. \ Y. designated Roger 
i)*( on nor its national reprcsenta- 
(,rant Webb has been 
Ippointed In Laredo's K\()/ 

ivc national station represen- 
. . kill Shreveport, has 
Lamed I l-K Representatives its ex- 
clusive national spot sales represen- 
ptivc John Blair is the outgoing 
entativc foi Kl I I 

Ehlers Coffee spots 
Drew in N. Y. market 

The largest local spot radio cam- 

>aign in the historj of Albert Ehl- 

is. Inc., has begun in the Nev 

rork market for Ehlers Coffee, 

hrough Co-Ordinated Marketing 

1 During the next 12 months, more 
Man 2.400 spins, valued at ovei 
; 1 50,000, arc scheduled on WNB< 
Lnd WOR. I he WNB< spots are 
Mimaril\ slated for news shows and 
\ill also include two commercials 
vr da) on the Big H ilson Shew. 
Peter & Mary Show. John 
Gambling, Martha Deane and 
> tie I ran* is programs are among 
he WOR shows slated tor the 77- 
old coffee producer. 

Mew cigarette lights 
jp with tv spot debut 

American lobaeco. through Sul- 

ivan, Stauffer, Colwell & Bayles, 

s using tv spots in Indianapolis and 

> as part of a promotion for 

irm's new Halt and Halt tiller cig- 

Tobacco is same Half and Hall 

nixturc as in the pipe tobacco 

)lend of the same name, that ac- 

ounts for an estimated 10 percent 

tional sales. 

1 - 10 and 20-second spots are 
tinning in conjunction with a heavy 
Tint campaign. Additional markets 
naj be added in the near future 
>n a regional basis. 

Color film highlights station promo 

\i» \ork Iliilon WM (lu sit in of WBAM1 Ft W 
IiiikIhoii till' Inr 6(10 ad aniiio. BCtWOfft and other IndustT) leaden. 
I liuiih'jhi was a soiiiid-on-t i In i color presentation ol the lixas station's 
market, tmoag those attending were il-n l. I. Stefeosoo, marketing 
rice president of ( on Products, V&K's associate media director [swam 
Lynch, Raj Joins, raperrisor, spot coonUnathm unit, and Georgi < , 
( ;isik Him. rice presldenl for h at Peters, (.ritiin. Woodward, stattoa 
representarJres, which co-hosted affair ** i t ti National vdis Re pres enta- 

In is. 






Get a great jingle, that's how. From 
Studio Ten Productions. 
Studio Ten is new. and young, and 
vigorous. Studio Ten has an outstand- 
ingly creative talent team. Studio Ten has 
really big facilities. Plus the best equip- 
ment in the business. 
Studio Ten is already gaining an enviable 
reputation for reliability. 
Tear out this page, send it to Studio Ten. 
and you'll get your very own jingleman 
by return mail. No obligation, except to 
listen to him for five minutes. 
We'd like your business. How about i 





•PONSOR / April 27. 1964 



Cookies go to Europe 
for live-on-tape sell 

Stella D'Oro, first American company to explore 
use of on-location video tape in Europe, finds 
satisfaction with line standards and dollar results 

benefits of filming abroad are 
an old story on Madison Avenue, 
which has often traveled to the 
Champs Elysees and Via Veneto to 
make commercials. But the Old 
World as an on-location site and 
technical source for video taped 
commercials is a brave new world 
for American admen. 

One would expect the initial foray 
to be made by a Standard Oil or a 
P&G. In fact, it is Stella D'Oro, a 
small New York-based baker of 
"Continental" cookies with dis- 
tribution in 35 markets, which, in 
looking for a fresh way to woo the 
American housewife, has become 
the first American company to ex- 
plore the use of on-location produc- 
tion of European video tape com- 
mercials for stateside consumption. 

"We were after commercials 
with mood, romance, charm, feel- 
ing." said Murray Firestone, pres- 
ident of Stella D'Oro's Philadelphia 
agency, Firestone - Rosen. "We 
wanted a documentary atmosphere 
of realism and believability.*' 
Since the 35 to 40 products in the 
Stella D'Oro line have an Italian 
•flavor," all the campaign's crea- 
tive ingredients called for the life- 
like quality of tape and the atmos- 
phere of on-location European pro- 
duction. So - Firestone created a 
series of six 60-second soft-sell. 
whimsical spots, lined up one o\' 
the veterans of the tape business, 
freelance producer Nat Eisenberg. 
and set out to gel his commercials 

Although tape has been around 
for some seven years on this side 
o\ the Atlantic and is by now an 

established institution with most 
national and regional advertisers, 
its use in Europe has been rather 
limited. Tight government regula- 
tions and the scarcity of commer- 
cial tv time have already spiraled 
commercial-production costs sky 
high, inhibiting any extensive ex- 
perimentation with tape. And as 
far as the U.S. advertiser is con- 
cerned, there is the complication 
of differing line standards, the un- 
predictability of an on-location 
tape job 4,000 miles away from 
home. Firestone-Rosen — which 
used to be W. B. Doner — wasn't 
put off. It focused its transatlantic 
sites on the one non-government- 
controlled outfit on the Continent 
equipped to tape on-location com- 

Lighting director Hill Knight make*, pre- 
lighting adjustments for Lady Stella 
Assortment spot, while Eisenberg sneaks 
20 winks from typical 12-hour taping 

mercials to U.S. technical sta: 
ards — InterTel. 

InterTel, was formed in 
Spring of 1961 with a backbone 
Americans who had been abro 
with Intercontinental Television, 
now-defunct group, which 
among other things, the Ed Sulliv, 
Show in Moscow and Dave G 
roway in Paris. Under the helm 
president Erik Hazelhoff, Inter' 
has grown into a gTOup of "int 
related" production companies 
eight countries around the wor 
Film production is still the bv 
and-butter part of its business, 
cording to Hazelhoff, who figu 
that for every foot of tape, Int 
Tel produces three feet of fi 
It has done a great deal of fi 
work, both programs and com 
cials, for U.S. advertisers and n 
works. In the taped program an 
it's well known for its work 
France, Sweden, Denmark. Be 
gium, and Austria for NBC's / 
temational Showtime, ABC-T 
Wide World of Sports, and. mo 
recently, the Winter Olympics fro; 
Innsbruck. But the six Stella D'Oi 
spots, which were shot last Decent 
ber and hit U.S. tv screens Marc 
30 in 12 major markets, represei 
InterTel's maiden venture in vide! 
taped commercials for U.S. airir 
(though it subsequently taped 
few billboards for Schlitz, via Le 
Burnett, for use in its sponsorshi 
of the Olympics). 

"We're just getting into 
stride with video tape commercii 
for U.S. advertisers." said Haze 
hoff, predicting "a sizable break i 
the dam toward Europe for tape 
commercials" now that Amei 
ican admen have discovered th; 
a reliable and technically skille 
tape operation exists over then 
If he's correct. InterTel will b 
right there ready to handle th 
overflow of business. As Hazel 
hoff sees it, his group has fou 
distinct advantages for the U.S 
adman in Europe that no othe 
existent outfit has: 

( 1) As noted, it's the onl) pi 
vate mobile video tape company 
Europe whose equipment will Wi 
on any of the recognized line st 
ards. A mere flick of a switch 
lows InterTel to tape to the I 
technical requirement of 525 lin 
the European requirement of 625 
or the British (which will soon 


L i 


April 27, 1964 / SPONS0I 

(do verted to conform with the km 
t Europe) in s lines. 

Its tn 11 It i linen. il crcv* in 
links several \mcricans, .ill ol 
mom have worked extensively in 
ooimerieals and program produc- 
oo m tins country and are fam- 
iih i s commercials tech- 
iqucs I quail) important, there's 
o language problem in working 
ith I s producers and agencies. 
It maintains offices in \m 
terdam, Brussels, Buenos \ires. 
London, Madrid. Munich. Paris, 
nd New > ork, offering unique mobility . 
(4 1 It boasts the "most complete 
idvanced four-camera two- 
unpex mobile unit on the Conti- 
vnt and .mother in Britain, built 
\ Marconi to meet Inter I el's re- 
uirement it accommodate all 
quipment normally associated with 
n equivalent comprehensive studio 
II a did this "lust" lor Inter I el 
ork out? I irestone and Eisenberg 
nothing but praise for the 
ition And skill with which 
nc Inter lei crew, handled the job, 
'hieh had its quota of usual and 
not-so-usual on-location tape 
reduction headaches. The mobil- 
\ of the equipment allowed the 
lella D'Oro people to tape five 
>rul spots in Milan in four 
ind one spot in Munich in 
mi Jays, i I he mixing and editing 
MC done later at Videotape Pro- 
's in New York.) And. 
Jded Firestone, "We would have 
ad to spend much more money 
ser here to duplicate the same 
mosphere we got abroad." 
I there were some second 
mights and home-sick glances 
the Atlantic. I isenberg rem- 
i fondly, they'd have to he 
talked up to acts-of-god and 

es of antiquity. 
"I uuess the first pang came on 
st day out taping. It never 
m Milan — or so we 
might. But that first day we might 
ist .is well have been in Alaska, 
uckily. Murray Firestone is fast 
id flexible. He rewrote the open- 
Come to sunny Italy Kir a 
Mt — oops, wrong time of year 
- but no matter when, you can 
op at a famous cafe for some hot 
\prcsso and continental cookies.'), 
taking the best of some bad 
.r and adding a special touch 
whmis\ to this commercial." 

'SnoM blanketed thi I' /' ■ >\t day <>ut shooting. link, 

I irestont is lint and flexible, even 4,000 miles from Philadelphi n 

<<l't IV.' 

Hi hi':.' Milan restaurants until we found ' I 

thol is a classic illustration of why Stella /> ' ' I ■ "' 

could m \ i r iii hit i <• tlu\ same atmosphere and realism in a 

Mobility of the Intirlil operation made u possibh 

restaurant final spot m th :>n- commercial foi I h chel. 

"The restaurant we'd selected 
tor the Broadsticks spot was built 
over a charming, mid-European 
canal which, we discovered at the 
latest possible minute, wouldn't 
support [nterTel's multi-ton mobile 
trucks," Eisenberg continued. "We 
had to wait until all normal traf- 
fic was quiet, so we shot this one 
between midnight and 5 a.m. For 
the Customs scene in another spot, 
we finally found a uniformed air- 
port official with a beautiful Ital- 
ian face — great mustache — and 
spent an hour rehearsing him. In 
the three minutes it took me to get 
from the airport to the tape truck, 
the Customs boys yanked him (it 
turned out he was an Immigrations 
officer) and substituted one of their 
own in the Interests of reality'/' 

But Italian temperament aside, 
Eisenberg — whose extensive tape 
background includes directing for 
CBS, NBC, and numerous agen- 
cies, management of Elliot, Ungcr 
& Elliot's tape division, and his 
own tape production house, Gen- 
eral Television Network — be- 
lieves with Firestone and Hazel- 
hoff that the use of on-location tape 
in Europe is the hottest area of 
creative expansion now available 
to American admen. ■ 

Carino, 2 others get 
Storer v. p. stripes 

Lawrence M. Carino, general 
manager of WJBK-TV Detroit. 
Harry A. Steensen, company trea- 
surer, and Abiah Church, attorney 
and assistant secretary, were all 
elected vice presidents of Storer 
Broadcasting at April board meet- 
ing. A. W. Mueller, budget director, 
was named assistant treasurer. 

Having joined Storer in '61 as 
general manager of the Detroit tv 
operation. Carino was previously 
general manager of WWL-TV New 
Orleans. He began his broadcasting 
career in l l M4 as a page with ABC, 
was subsequently general manager 
for the KIN I stations in Tacoma. 

Steensen. treasurer of Storer 
since l ( >54. joined the company in 
1934 as comptroller. Church has 
been a member of the Storer or- 
ganization since 1954 ami assistant 
secretary since 1^58. He joined 
Storer after more than four years 
as staff attorney for the NAB. 
Mueller joined Storer in l ( )61. 


Pay-tv battle rages 

Pay-tv— painted recently in Chi- 
cago as an ominous and imminent 
threat to free television — is fighting 
for its life on the west coast. Both 
pro and con camps are furiously 
marshalling forces. At the center of 
the controversy is veteran adman 
Pat Weaver's Subscription Televis- 
ion which, if Weaver's plans pro- 
ceed, will begin a three-channel 
closed-circuit home tv system in 
San Francisco and Los Angeles this 

Everyone is getting involved in 
the controversy, from local law- 
makers, to labor unions, to the 
viewing and listening public. The 
big question right now, and to 
which there are two very divergent 
answers, is how do the people in 
California feel about subscription 

According to Weaver, a slight ma- 
jority favor the move at the present 
time. This is based on the Mervin 
D. Field Poll, carried by 28 of the 
larger newspapers in the state. 
which indicated that 44 percent of 
those queried disapproved of the 
initiative amendment which would 
outlaw any but theater pay televis- 
ion in the state. Thirty-nine percent 
approved of the initiative, while two 
percent qualified their answers and 
15 percent had none. The poll also 
indicated that there arc more per- 
sons in favor of pay television in 
the southern half of the state than 
in the northern half. 

Various labor groups connected 
with the entertainment industry in 
southern California have thrown 
their weight behind the Santa Mon- 
ica-based Weaver enterprise, which 
may account for wider public ac- 
ceptance in the Los Angeles area. 
Until very recently STV had no 
Northern California labor support. 
But just two weeks ago. the Calif- 
ornia Teamsters Legislative Coun- 
cil, representing 250. 000 teamsters 
throughout the state, came out in 
favor oi paid t\ . 

They passed a resolution support- 
ing "the right o( voluntary pay tele- 
vision to compete in the open mar- 
ket place with other segments of the 

entertainment industry, without b] 
ing strangled with artificial legisll 
tion before it gets a chance to pro] 
its worth.'' General feeling at 
Teamsters' convention was 
paid tv would supplement, not si 
plant, commercial tv and could cr 
ate thousands of new jobs. 

More ammunition for the Wea\ 
forces came when the Marin Con 
ty Board of Supervisors withdr 
its resolution against pay-tv 
substituted a motion to take 
stand at all on the issue. 

But the bigger part of the batt" 
still wages in the northern part <1 
the state. Weaver's deputy in th 
area is Carlton Skinner, namt. 
manager of the new northern Cali 
ornia offices at 30 Van Ness Av 
nuc in San Francisco. A Bay Ci 
native. Skinner has a diplomat' 
and political background which w ' 
serve him well in his new appoin 
ment. He was the first civilian go ,: 
ernor of the territory of Guam, en 
ecutivc assistant to the president (I 
the American President Lines, fl 
nancial vice president of Fairbanl 1 
Whitney Corp., and he is current! 
serving by appointment of tf 
late President Kennedy as U.J' 
Commissioner. South Pacific Corr 1 

One of Skinner's first skirmisfu 
was an on-air clash with one wh 
promises to be a worthy opponen 
Stephan Leonoudakis, Norther 1 
California chairman of the Citizen, 
Committee for Free TV. The tw 
met last week on a KCBS discuM 
sion show. An Evening Willi A 

Skinner's contention: "Denying 
citizen the right to establish a legil 
imate private business to serve th 
public is as immoral and uneonstitu 
tional as denying citizens the righ 
to vote — and this is what the initia 
live to prohibit subscription tele 
vision would accomplish." 

Leonoudakis' stand: "Lvidenc> 
of the great opposition to pa\ tele 
vision is seen both in the wide divei 
sity of groups opposed to it and ii 
the more than million signatun 
ready secured on the petition fo 

April 27, 1964 / SPONS0I 

his important initiative I he pro 
joscd usurpation ol traditionall) 
hi lanes for television and 
adn> must hi >i take place 

3BC takes over Fla. 
outlets; Lebhar stays 

Bei tram I ebhai . Jr., foi mci 
i .tockholdci and exeeutive vice prcs 
Idem ol \\l \i I \ . Inc . has 
il V>' < ol ( iardens Broadcast 
icw ownei ol the West Palm 
: t\ station and its radio coun- 
erpart He will continue, in addi 
ion to assuming the title o! presi- 
leni ol Gardens, .is general mana- 
ger ol the two stations 

I he othei M ' > ol the ( iardens 
Broadcasting stock is owned bj 
■loyal American Industries. John I). 
lac \itluii . developer ol the city 
! t Palm Beach (iardens. is presi- 
■ ml ol Royal American and chair- 
• >l (iardens 

'romotions in Dallas 
•wnership hierarchy 
! James \I Moroncy, Sr., who has 
responsible for the opera- 
loos of WFAA Radio and I V lor 
i.m\ years, has been elected chair- 
tan of the board of the A. H. Belo 
orp., parent company lor the sta- 
ins and the Dallas Morning News 
II succeeds I M i led i Dea- 
y, who continues as publisher. 
Joseph \l Dcalcj was re-eleet- 
sident and chief executive 
if the corporation. H. Ben 
lechard. Jr.. was promoted from 
Ice president and secretary to chair- 
an ol the executive committee 

W post. 

I Other promotions and re-ap- 
pintments: senior vice president 
►seph \ Lubben named executive 
be president; James \|. Moroney, 

. also active in the broadcast 

ion. re-elected vice president 

id treasurer of the corporation. 

illiam ( Smellage promoted from 
it seeretar\ and controller to 
ry and assistant treasurer: 

ibre\ (i Jenkins named control- 
WFAA Radio and I V 

"licago readies UHF 
Now that the April 30 all-channel 
I production deadline is upon us. 
i interesting to note figures com- 

piled by i ill station W< li in ( hi 

some .' M> 000 homes in the 
metropolitan m^.\ arc now equipped 
toi l III. w ith the nuiiiivi inc r< 
ing bj thousands every week 

1 he data was gath< lul lio:n a 

variety ol sources, inciudin 
reports from convcrtei manufae 

tuieis ,\ik\ distributors winch show 

more than 75,000 units sold in the 
( hicagO market since Jan I I \ 

set manufacturers and retailei n 

ports indicate sales in excess ol 
50. (»)(). and master antenna s\s 
terns for high use apartment build 
ings report 30,000 additional re- 
ceivers now able to receive the 

uppei channels 

Jones tapped for top 
spot by Texas execs 

Bill Jones, advertising managei 
ol I rito-1 aj Co. ol Dallas, wa 
elected president of the \ssn. ol 
Broadcasting I xecutives ol le\as. 
succeeding Dave Rutledge, man 
ager ol the Dallas office ol the 
kat/ Vgency. 

Othei office is who will s e r \ e 
during the 1964-65 year are: Jim 

knell. Kl\ I Dallas I | Worth 

station m a n ager, \ p.. < it 

W alts. Republic National B a n k 

\.p. and advertising director, trea- 
surer; and Julie I ane. Norsworthy- 
\lercer media buyer, secretary. 

Gerber makes first 
net nighttime buy 

Gerber Products, placing its first 
network nighttime order, has pur- 
chased alternate half-hour spon- 
sorship on NBC-TVs 90 Bristol 
Court. I he program is a 90-min- 
ute comedy series to be telecast 
on Mondays, 7 ; " to 9 p.m. this 
fall. Vgency is IV \rc\ 

Paley reports 20° o 
profit rise for CBS 

\t annual ( HS stockholders 

meeting in Chicago, chairman Wil- 
liam Pale) reported "substantially 

higher"' first quarter sales and prof- 
its up 1091 .md 2091 . respectiv- 
ely, OVet 1963 figures Net income 
oi $12 million being realized on 
$156 million quarterly sales 

President I rant Stanton under- 
stated progress of seven CBS dm- 
sions as "each doing well " He cited 

t\ network on its i nth anniversan 

dium (which k ad 

iiiik compctitoi 

Ik said), revealed that < >\< ) t\ 

lions had b ' in 191 

reported ( olun R rd D 

ion continue to lead it- ii 

( hitiook also bright foi < us In 
national (equipment I its 

I abs (military rcconn 

tellis. spate i uiti> I and 

( I is News (producci "i ''I ol 

( HS Radios network schedule, 
ol ( HS I \ 
Stanton charactc rized radio's 
iwth as "much more significant 
than has Iven general!) recogniz- 
ed." VlUlOUgh medium S DOSt-19 

growth has been largel) local, he 
feels ( l*s Radio "has an impressive 

stoi\ tO tell ' Network sales m 1 
were up 5091 OVd 1962, and tl 
are more sales commitments this 

quarter than in tnst two last yt 

\t corporation >nd non- 

Nevi York meeting i 1962 stock- 
holders met in I os \tr_\ k - 1. Stan- 
ton summarized that between 19 
63 ( HS net sales have ris< n ( ■. 
year, increasing some 60091 In- 
come has risen about 900 "et- 
per-share. 6009! : net worth 

A T 


Big Householder 

North Carolina's Nor,h ' 


biggest marl- , ..„,. 

tops in population, 
households, retail sales. 




DNSOR / April 27, 1964 



Radio basic in Alberto -Culver push 

Reversing long history of 
radio as the route to tv, 
Alberto-Culver makes it a 
two - way street — adds ra- 
dio to picture medium push 
for men to 'take Command' 

Tin \( ( USATION that agencies al- 
ways take the easy, big-dollar- 
earning road by pouring all of a 
client's budget into television has 
again blown a fuse. 

One of the nation's top 10 agen- 
cies has not only overcome a big tv 
client's apprehension over putting a 
substantial push into radio — with 
tv-allocatcd dollars — but put its 
own field force to work to make 
it tick. 

And, a 10 market test has grown 
into a 31 market, 52-week cam- 
paign on radio with neither ratings, 
unit price nor driving time slots as 
prime consideration for the buys. 

Who had the alert idea of boost- 
ing Command, the man's hairdress- 
ing, with a good spring prescription 
of radio'.' 

"The credit belongs to our agen- 
cy, J. Walter Thompson of Chi- 
cago," says the sponsor's advertis- 
ing director, Charles A. Pratt of 
the Alberto-Culver Co., Melrose 
Park, III. 

Not that consumers weren't al- 
ready taking Command, well pre- 
sented for several years now on tv. 
Fact is. the hair-dressing-condi- 
tioner has what Pratt calls "a very 
health) volume." New project is 
simply to break a plateau and start 
a new upward trend. 

"I looked upon the agency's 
recommendation that we reduce tv 
somewhat and add radio, as replac- 
ing a man with a boy, even though 
the boy would work cheaper." the 
client spokesman recalls. "What 
changed my mind was the agency's 
creative approach." 

Before looking at that approach, 
note that the "buy-radio" concept 

is a startling change in heavy- 
spending Alberto-Culver's ad think- 
ing. In its very brief nine-year life- 
span, A-C has already built its 
first-year volume of half a million 
dollars to a staggering $80 million! 
And it openly gives much credit 
for that massive feat to television 
(". . . we had tv going for us.") 
Says amiable, talkative Leonard 
H. Lavin, Alberto-Culver president, 
"Television has given us access to 
the mass market . . . (it is) the 
passport into every living room in 
America." In an affectionate vein, 

Its other assets, though, were i' 
realistic sales approach. The* 
were recently outlined in San Frar 
cisco by president Lavin about i 

( 1 ) We introduce products u 
know the public will accept. (T 
be sensible and profitable, choos 
your items and markets on the has 
of competition's past experience. 

(2) We tell the consumer w 
have what he wants via the faste; 
advertising medium. ("The quick*, 
a new product is accepted, th 
cheaper it is in the long run." 

The story in Alberto-Culver words: 

**The credit belongs to our agency, ./. Walter Thompson of Ch'r 
cago . . . What changed our mind teas the agency's creative m 
proach . . . What testing does for us is to protect our investment . . 
Our agency explored the audience characteristics of all media and the 
a (housed us that the best way to put more frequency against tliis high 
potential male group was a selective spot radio campaign . . . Th 
men we were after are in fact a mobile, faddist group who like every 
thing from Beatles to Beethoven . . . It didn't take long before we de 
tected an effect . . . There arc plenty of trays in which radio, 
if sold and produced creatively, can bring excellent results.' 

he's even hailed video as "the 
exciting, enthralling, compelling, 
one-eyed peddler." 

Not that the radio buy means 
A-C or president Lavin are going 
back on their word. It's just that 
this advertising pace-setter — with 
its agency — has found still another 
new angle. 

Part of the story lies in A-C's 
early growth. It started in 1955 by 
buying about 100 little-known 
products, just to get the one it 
wanted to build up — V05 hair- 
dressing for women. 

Indeed, A-C fame is based on it 
speedy introductions, speech en 
tomer acceptance. 

(3) We investigate, we research 
we take nothing for grantee 
("What testing does for us is t> 
protect our investment") 

Significantly, A-C "plays'" its ad 
vertising accounts. Adds presiden 
Lavin, "At any given moment. W 
cm give you the precise advertis 
ing-to-sales ratio for am of 0U 
products. We can switch our in 
vestment on a product in a matte 
oi an hour. If we want to built 


April 27, 1964 / SPONS0 

ndle market 

nessurc behind a product, we can 
miKI it. It we want to relax pres- 
uro. .1 phone call to one of our 
jencies is what it lakes. We pla) 
like stockbrokers." 
\ ( 's first success w ith V05 
.as followed In 16 othei products 
anging from Derma Fresh hand 
ition, through Subdue medicated 
•lunipoo. to New Dawn hair color- 
Mi these women's products 
>ok to tv like a parched actress 
p champagne. 

1 he company has featured other 

Iroducts for men before, but its 

i-hitting with Command nov* 

ives it emphatically into the 

Ic-ordcr business. And, from the 

jtator's stand, it looks as though 

tese new conditions e\ist : 

• Good-grooming aids, like ro- 
ancc, attract chief!) younger 


• I hese men. rather than their 
rl friends or wives, usually make 
:ir own hair-preparation pur- 

• Such potential customers are 
likelj to be sitting targets 

.'re active and on the go. 
lcv'ie hard to reach Statistical- 
sa\s an agency spokesman. 

• Once hit. like boxers the) 
to be lut hard and often. The) 

not easily persuaded. 

1 In fact, it ma) require some- 

)g emphatic to attract — and 
•Id — their attention, for the) 
to be changeable. 

\s is well known. AlbeitO-Cul- 
•r believes in tailoring its adver- 
mg to suit the customer pre- 
lery, however. 

\\ e try to pre-determine the 
fectiveness of our commercials," 
l.sident Lavin says, adding that 
try on-air t\ message represents 

commercial ideas and several 
• ually finished products. 

With all his enthusiasm for tv 

I'wever, Lavin has one rcserva- 

tn — and it's major: He considers 

t "indecently expensive." 

Researching our tv advertising 

schedule for Command,' 1 A-C vice 

president and advertising director 

Pratt interjects, "we discovered 

that, while our reach remained lair- 
Is high, our frequency With these 

people very, veiv low . ." 

"Our agenC) explored the audi 

ence characteristics of all media 

and then advised US that the best 

wa) to put more frequency against 

this high-potential male group was 
a selective spot radio campaign, 
using specific stations to match our 
defined market." 

I hus, radio was proposed. 

" I he men we were after, aged 
15 to 35," Pratl continues, "are in 
fact a mobile, faddist group which 
likes everything from Beatles to 
Beethoven." [*o reach them via 
home, car or portable radios, disc 
jockey shows and music programs 
seemed a natural. 

J. Walter's timebuying depart- 
ment (which, in Chicago, reports 
to a broadcast group head rather 
than the media department), 
agreed to a trial run. The) bought 
about 30 stations in the top ten 
hairdressing markets — ■ Buffalo. 
Baltimore. Philadelphia and Wash- 
ington in the east; Los Angeles. 
Portland, Sacramento. San Diego. 
San Francisco and Seattle in the 
west. Cost o\' the trial run ran close 
to a quarter of a million dollars 

"It didn't take long before we 
detected an effect." Pratt recalls. It 
came not so much from sales 
(which take longer to respond) as 
from "a gratifying, positive reac- 
tion among retailers anil the whole- 
sale trade." 

Vgency spokesmen also note 
that a "dramatically" helpful hand 
was tittered via merchandising sup- 
port from main radio stations 
which, like K.HJ Los Angeles and 
kl RC San l rancisco, arranged or 
induced main m-store c o u n t e t 
promotions \\ w D( Washington, 
D C . even managed Command 
window displays 

\ pleasing part o\ the assign- 

I irsl, I «as .i s. ilt mm. m. v.i\s I i mi. ml II 
latin. Vlbirlut ill* it pirsidi'lll. Ni\l. 

however, came u Bdvertfcring i . ■ • , , i 

Hid «lnn working on Ihc agciu> side 

lit tlltll-lll « S|ll|)llll. ||| |ll.ltl(l lis lllvl 

h spot (on a wrestling show), s.i» ii 
laroagb i<» w li;ii's M\ I iiu .mil iin.iii/ 

id'' his own h thinking: a h UrfkflJ 

nnlsells lilt' noii-O. I at ins 111 \l s|t |1 «.|S 

lo form a salts i inn p.m \ (first yeai v « » I - 
Hint' S7 inilliiiiil inilil In timid lnnl a 
small item wilh mass-market potential. 
In Mareli 1955 lit found \ <>5 — pin-. •»') 

others — for a borrowed s4XK.mii>. thai 

»;is lilt' slarl of Vlherto-t ulter, whose 
first-) ear grow was, ironically, aboal 
half a million. lodat. with lu.iu hroad- 
COS! help, il dots sSO iiiiIIiiiii. 

Vvluli . long h ,ind fair" d c s t r i l> t 
( harli-s \. Trail, dirtttnr o4 iilnrtis 
lag for Mlurlii-l ultn I i in aiiollur 
( alvef — the military academy — and 
\V orld W .ir II in tin South I'.iuln. I'r HI 

gradaatcd from Uaacrat, la< ■ i< •■ n 

nl VV \ \ | ( hie ago as a I n t ,i I limt 
salesman in I'M 1 *. |«o wars l.iitr. hi 
miiimiI lu \\OK-|\ Ni« X^irk. l.iitr 
returning to same linn's < Imago ntiiii 

I lit n hi "as mi I tl ns .i r (I l'itr\'s mid 
west salts si. ill iii t ii.its unlit, in 1*57 
In hti.init an MM IN .ii i mint i\nii 
ti\f. I hn i \ i us .ill. r that, hi huiu 4 

\llitrii>-( ulwr. "inning his tin proi 

ill III \ in Inn, I '><> | 

i'NSOR / April 27, 1964 


First lO 


Los Angeles 

San Diego 
San Francisco 

ment, besides its "handsome budg- 
et," says timebuyer John Harper, 
was that the client set the stage for 
success. 'They intended to make 
it work if it could work . . . they 
had a willingness to try to make it 

Although J. Walter Thompson 
has had the account only since 
July, the sponsor also accepted as 
fact the agency's depth and breadth 
of experience in this type of radio: 
'"It's the agency's brand." 

After .the green-light results of 
the first tentative trial, another buy 
was made. This time, 21 more mar- 
kets were added for a total of 3 1 
(see list). As few as two stations 
or as many as eight, but an average 
of three-per-market, were used. 
Total cost of both buys — about $1 
million — was a virtual steal from 
the tv budget. 

Just as interesting, the "primary 
buying criterion" was neither rat- 
ings nor unit price. The agency 
sought strong radio personalities 
and the first question was, "Do 
they have audience rapport and 
original, creative sell'.'" To judge 
candidates, timebuyers relied heav- 
ily on station rep advice. 

Preferred time slots have been 
afternoons, evenings and weekends. 
"Not necessarily driving time," says 
Harper. "It was more a matter of 
when younger men would be free 
— from clas es or jobs — and ready 
to listen." (When statistics were 
lacking, buyers sometimes used 
beer-market dala. projecting it 
downwards to younger age brack- 
ets.) Car audiences, although "im- 
possible lo measure." were, of 
course, counted on. "We felt they 
had to be there." 

But it didn't end widi careful 
buying. J. Walter Thompson fol- 
lowed through Here's how: 

Instead ol supplying hard and 

21 added markets 










(.rand Rapids 




Kansas Citv 

New Orleans 
New York 
St. Louis 

fast text, agency copywriters gave 
out fact sheets listing essential sales 
points. Sample: "When you apply 
Command, you are, for the most 
part, simply replacing the natural 
oils. . ." 

Fact sheets gave far greater 
space and attention to generalized 
suggestions, however: 

"We have some fairly strong 
feelings on the handling of ro- 
mance. . . You don't use our prod- 
uct and then have girls besiege you. 
Our thought is more: A girl always 
looks twice at the man who takes 
Command. (Notice the verb 'takes.' 
We like it better then either 'uses' 
or 'wears'.)" 

To make absolutely certain the 
D.J.'s understood, agency people 
made personal calls to every sta- 
tion on the list to meet and talk 
with the announcers in person. 
They explained the product care- 

Alberto-Culver pairs 
Command with Mustang 

More than 80 radio spots a week 
in "all major markets" will help 
Alberto-Culver's Command hair- 
dressing boost its Sportsear Sweep- 
stakes, a 10-week promotion be- 
ginning April 27 and giving awaj 
70 new Ford Mustang eonver- 

Ad drive will also involve all 
Alberto-Culver's nighttime net- 
work tv shows on CBS, NBC. and 
ABC, plus "heav\ spot tv sched- 
ules" in the same top markets, all 
placed via .1. Walter Thompson. 
Chicago. I'lill eolor ads in six na- 
tional magazines "ill also zero in 
on youthful (1?- to 35-year-old), 
male, sex-and-succcss const ions 
target. Over-all promotion vtill get 
extra mileage from simultaneous 
new Must a n g introduction l>\ 
Ford dealers. 

fully, encouraged the D.J.'s to u< 
their own characteristic technique 
and gave them free samples sj 
they'd know what they were tall 
ing about. To perform this tasi] 
it took a dozen people a week < 
traveling. Callers went out regioi 
ally from six different JWT offict 
as part of the "personal-sell team. 

How has it all worked out? 

Let the sponsor's advertising d 
rector give his own candid answe 

"Now, frankly, we did. and a 
still trying to. steal second bai 
while keeping our foot on first. \\ 
have not given up our tv effort ft 
this brand — nor do we intend t 
Command is supported by an un 
brella of network television ovi 
the entire U.S., while the rad 
campaign supplements the top : 
markets. We still believe in telev. 
sion as stronglj as ever, but coi 
sider radio a complement, not 
substitute, to improve the imaj 
and sales. 

"Whether radio people will a< 
mit it or not." Pratt continues, 
advertising medium toda\ is tele\ 
sion. but this does not mean th 
radio has died. . . There are plen 
oi ways in which radio, if sold ai 
produced creatively, can bring e 
cellent results. 

"When sufficient time has clap 
ed for us to gauge actual sales i 
suits and if these results are favo 
ble, 1 see no reason why we 
not extend our use of radio lo oth 
products in our growing line." Pfi 
summarizes. "Let's keep our fi 
gers crossed." 

As this article was being W 
ten. the outlook was very, brig 
indeed — and fingers were prob 
bly uncrossed. Alberto-Culver hi 
just o r d e r e d another "go-fo 
broke" flight o\' radio, their tin 
AM purchase lor Command. Ai 
these contracts will cover a year. 


April 27, 1964 / SPONS' 






24, 19 

Lke the 

leral Irade Conmi od and Drug Administration 

will not 

jump in* my ruli for la lii 


- a 11. • 

rlzi - r . 


a rent 1 j 

the leeal department serv W and FDA 

does not see 

to tne with the 

more eager crusaders in the departme' 


1 stance ct EDA comes to 1 Ln 8 lettei : rom Dal.- C. Mill 

of HEW s 

Advisor'. ;v : Branch.. The letter has found 

way into the 

' • ' • 

docket c 

mment on the FTil's proposed rules for ciearet label 

and adve 

rt is 

na 1 1 . : 

states : 

fpubl ic 

"In our opinion, if regulation of cigaretfl is desil as a 

policy, it should be dealt with in li islation w : will 


doubt of its coverage and precisely what regulation is t< ad..." 

The letter was originally in answer to a complaint submitted to FDA 
one Ralph W. Lawrence of New York City, who wanted the FDA to require hazard 
^amines under the Federal Hazardous Substances Labeling Act. 

Lawrence was told that "cigarets are not within the scope" of the act, 
Which Congress intended to cover household items that pose "accidental haz- 
ards," such as poisoning, explosion, et al. 

Although the FTC jumped the gun by its own proposed rule making tor hazard 
abels on cigarets, the stance taken by FDA's legal staff may make the com - 
lission a little more thoughtful about inevitable court challenges . 

The only safe alternative would be a wait for hurried and miraculous pas- 
e of bills affirming the authority, to pass both houses in the near future. 
This is a prospect which even Sen. Maurine Neuberger has frequently and again 
recently acknowledged to be quite remote — in view of the economic interests 
involved . 

's Bureau of Economics has come up with a profile of ciearet adver- 
--• in relation to revenues of its Top Six producers , to national ad- i 
costs, to ciearet consumption and consumer spendir 

The hefty compilation will add another wad of statistics to FTC's growing 
rest in the relation of massive (especially tv) advertising to consumer 
Interest and national economics, as shown in its P & G order. 

FTC use< advertising costs for the Top Six (R. J. Reynolds, American, 
orillard, Brown & Williamson, Philip Morris and Liggett & Myers) in : 

_izine ar„: newspapers, based on trade sources for of the data . It uses 

RS figures which include all varieties of ciearet advert: s luding 
~adio and outdoor, for comparisons when available. 

In 1962 FTC finds the " op Six - - ■ • > 109.1 million on • j 

nes and $1'.^ million in newspap»-~ ^19 mill] i rk rad I 

md total was 51^4.9 million. This total is between ^5" and ?5/% of their 
otal advertising costs. 

S>NSCR / Ap,, I 27. 1964 



Tv advertising costs for the cigaret Top Six have progressed dramati - 
cally: $25 million in 1952; $40 million in 1954; $66.8 million in 1956; $7S , 5 
million in 1957; $88.5 million in 1958; $96.4 million in 1959; $104.3 million 
in 1961 to $109 million in 1962 . ' ~~ 

Out of total national network and spot advertising in 1962, the Big Six 
cigaret advertising accounted for 7.2%. It was 10.3% of total network tv ad- 
vertising sales, and 3.8% of spot tv. 

Changes in media use: From 1952 to 1962, tv use jumped 335%, while maga- 
zines climbed 128. 97o and newspapers rose only 50%. Tv advertising of cigarets 
in 1962 accounted for 71% of the total advertising by these three media , FTC ' s 
economists find. 

Comparing cigaret consumption to advertising costs: Domestic smoking 
went from 360.2 billion cigarets in 1950 to 509 billion (Agriculture has est: 
mated a figure nearer 524 billion) in 1963 . Curve of cigaret advertising 
costs for tv, magazines and newspapers, went from $49.1 million to $153.8 mi 
lion in the same period. 

Putting it into percentages, in the 1952-1962 decade, total cigaret con- 
sumption increased 25.5% — while cigaret advertising costs increased a runaway 

From IRS data, with its broader advertising base, 1960 cigaret adver- 
tising accounted for 4.5% of total costs of all manufacturer advertising — 
but cigarets accounted for only 1.2% of manufacturing assets and 1.2% of 
comparable sales. 

In the 1950-1960 decade, cigaret manufacturers' total advertising costs 
went from $85 million to $236 million — a lift of 178%. But for all manufac- 
ture, advertising was up only 1287o, from $2.3 billion to $5.2 billion. 


will have numbers in family budget approach: Total buying of cigaret: 

was over 

$6.8 billion in 1962. This was higher than billion dollar totals 

spent on 

drugs and sundries, $4.2; doctors, $5.3; autos, repair and service, 

$5.3; tv 

radio and musical instruments, $4; magazines and newspapers, $2. 

Broadcasters and advertisers alike will be listening this week when a 
delegation of some 125 youngsters between the ages of 14 and 18 come to Wash - 
ington to give their views on the smoking question . 

A national Conference on Smoking and Youth is being held April 30 through 
May 2, chaperoned by the Children's Bureau of the Welfare Administration. 

The young delegates — two from each state and one from each of the country 
largest metropolitan centers — had a pre-conf erence nudge in a questionnaire 
about home-town smoking habits . 

They were asked to check smoking habits in adults and among teen-agers . 
find out why youngsters smoke, and decide whether smoking is enough of a 
hi-alth problem to get special government attention. Undoubted the subject 
of tv commercials will come up big. 

54 April 27. 1964 / SPONSO 


aft starts executive 
hifts at new stations 

m an anticipated scuts i>l 
ccutivc realignments has em« i 
iIk- l .iti Broadcasting echelon as 
result ol the purchase oi seven 
itn'iis from f"ranscontinent Iclc- 
sion Corp 
Ilk' k. ins. is ( u\ complex ol st. i 

,„s. WDM I Wl FM & rv), 
weightiest piece ol the purchase, 

p attention. 
William \ Bates, vice president 
ul genera] managei of the w I) \l 

2 . 


prions, assumes a general execu- 
apacit) for the Cincinnati- 
broadcasting group; Robert 
onnington, formed) station man- 
cr, has been appointed general 
et of the I \ station. Nick 
'lion, formerlj general manager 
w KR( . I alt flagship in Cincin- 
iti. moves to Kansas ( it\ as gen- 
c tl manager ol W |) \l Radio. Ja) 
I rrington remains general sales 
imager of the radio operation. 
Bolton will be replaced in Cin- 
b\ Jack Remington, cur- 
•ul\ program director of that sta- 
WHDO job will be tilled by 
'KR( chief announcer red Mc- 

•owles nets $3.5 mil. 

irnings from operations 

tfles Magazines and Broad- 

--ting. Inc.. totaled 53,484,611 or 

per share, dross revenues 

•iled S128,064,540, an all-time 

ind an increase of $9,554,81 I 
ifcr 19 
However, the 1963 figures in- 

revenue from companies ac- 

'. in the latter part ot Wh2 
i during 1963 and from the com- 
fny's Puerto Rican newspaper 
deration, not previously consoli- 
^ ted and therefore not direct!) 

comparable w nh those foi the | 

vious \e.u 

I he < 'owles broach asting prop< i 
ties are KR\ I (AM & rV) I >. 

Moines, and WRI ( (AM & TV) 


Times, Polaris incomes up 

Although WQXR New > ork is 
running into road blocks with its 
hard liquor advertising, annual re- 
port released last week bj its par- 
ent company The Ven York Times, 

indicates station did quite all right 

in 1963 

Although no breakdown was 
available, souk $3.8 million (out 
of a total $101.3 million operating 
revenue) came chief!) from the 

b r o a d cast operation and the 
rimes 4 news service, combined 
1 1 alter is syndicated to some I 10 
papers.) Parent comp.un cleared 
$1,069,127 or $6.96 per share, 
despite operating loss of s >27,- 
084 result ol \ew York news- 
paper strike. 

Bullish report also sent out bj 

anothci corporation ••• ith hi 
ink i ts, Milwaul P 

( orp w ith l \ tations in i 
\ I ) I vansvillc, Ind . and P 
bin. i \ I > the highly di\ 
company nctu m 

p. ued with 

Polaris plans to de-empha 
real estate investments and i 
centrate on better money mal 

particularly b 
advertising, data pn 

Expands FM schedule 
w M \i (FM) Grenfield M 

which had been simukasing with 
its AM sister station until 7 p DO , 
increased separate programing tO 

its lull day, 6 a m. to midnight 
In May, 1948, ten years afl H 
L'is Broadcasting put WHA1 ' \M » 

on the air. the FM station was add- 
ed Both stations simulcast 00 B 
lulltinie basis until Januar\ 1962, 
at winch time il \as decided to spin 
at 7 p.m. for the purpose of pro- 
graming separate good mUSIC on 
for five hours each evening 

Attention! All Agency and Media Time Buyers! 

FOR IT . . . 

We've Got It! 










SJNSOR / Apr, I 27 1964 



All IRTS incumbents 
nominated for new term 

The unprecedented nomination 
of all IRTS incumbent officers for 
re-election may herald a change in 
the association's by-laws after 25 

Not only is the rather radical 
move by the nominating comm